It’s Time to Dig Deeper Into Curation to Understand How It Delivers Business Outcomes
By Emma Lacey, SVP Demand Sales EMEA, Onetag Few terms have travelled through the programmatic industry quite as quickly as curation. Only a few years ago, it was discussed by a relatively small group of specialists. Today, agencies, platforms, and publishers all talk about it, and almost every corner of the ecosystem claims to offer […]
Connecting the dots between media, creative, and outcomes
By Keith Arrowsmith, Global Marketing Director Onetag explores how real-time signals are reshaping programmatic advertising on the open web, helping campaigns optimise performance while live and deliver clearer business outcomes Digital advertising has long been judged on the final leg of the journey. Most of the emphasis has been placed on post-campaign conversions, click-throughs, and […]
Smart observability: building one of the industry’s most efficient RTB infrastructures
by Federico Soave, Head of Infrastructure, Onetag Real-time bidding (RTB) is one of the most demanding environments in technology. Millions of auctions per second must be served under strict latency requirements measured in milliseconds. At this scale, performance and efficiency depend on more than infrastructure choices alone. Over time, we’ve found that sustained operational excellence […]
How to Innovate Mission-Critical Platforms Without Disruption: AWS Summit Edition
by Martino Salbego, Head of Big Data, Onetag Staying ahead of the technological curve is no longer just an option—it is a strategic imperative. We all know that technical stagnation leads to debt, a cost that eventually far outweighs the price of a planned upgrade. However, the real challenge isn’t simply adopting “the new.” The […]
Why advertising still undervalues quality journalism, and what might help redress the balance
Filippo Gramigna, Onetag, on the limits of programmatic by Filippo Gramigna, co-CEO, Onetag Onetag is an Italian-headquartered advertising technology company, with full teams in the UK and US, that helps advertisers and publishers manage how ads are delivered across the open web. Its platform filters and curates digital inventory before it reaches media buyers, aiming to […]
Cross-Browser and Cross-Device Challenges in Programmatic Advertising: The Hardest Problem You Don’t See
By Federico Liccione, Head of Ad Delivery Ever wondered why an ad looks perfect on your laptop but breaks inside an app? Behind every flawless impression lies a hidden battle: making ads render consistently across countless browsers and devices. Here’s why this matters—and how we tackle it. The Invisible Challenge Cross-browser and cross-device fragmentation is […]
The next wave of curation and media quality
As AI models advance and more attention and semantic signals enter the mix, curation will continue to shape programmatic strategy. Onetag’s global marketing director explains. by Keith Arrowsmith, Global Marketing Director. Onetag Programmatic buying has spent years trying to climb out from under its own weight. What began as a way to organise inventory and […]
Can Cloud Curation Save the Open Internet?
By Filippo Gramigna, co-CEO at Onetag As walled gardens tighten control, ad tech’s future may hinge on cloud-powered curation—real-time, data-driven packaging that helps the open web compete. August 2025 served as a stark reminder of the volatility inherent in ad tech. Despite tightening supply paths and pushing platform adoption, The Trade Desk’s stock slid. Then investors expressed dissatisfaction with the […]
Ad Tech’s New Land Grab: Why Data Is the Only Durable Asset in the AI Age
By Filippo Gramigna, CEO at Onetag Every major shift in ad tech triggers a race for control. The rise of artificial intelligence is no different. This time, the prize is data. As AI becomes the foundation of ad targeting and measurement, companies are racing to secure high-quality first-party data by way of mergers, acquisitions, and […]
How curation is reuniting media and creative
By Keith Arrowsmith, Marketing Director, Onetag Media and creative were always meant to be two sides of the same coin. The big idea would shape where the ad would run, and the media environment would reinforce the message. But as programmatic advertising scaled, that balance broke. Creative and media got decoupled. Creative was treated as […]