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 […]
How independents can scale like a network (without becoming one)
By Emma Lacey, SVP Sales Demand EMEA, Onetag Independent agencies are having a moment. While large holding groups focus on restructuring and consolidation, independents are building momentum by winning new clients, attracting senior talent, and showing that growth can be measured in quality as much as quantity. Their strength comes from their unique mindset. These […]
The difference between an exchange and an SSP – and why it matters (especially for curation)
by Keith Arrowsmith, Onetag Why does the distinction between traditional SSPs and modern exchanges matter more than ever in the era of AI and performance-based buying? Buyers today need more than platforms that only promise access. They need systems capable of making the most intelligent decisions. The difference between an exchange and an SSP — […]
Why mental health matters more than where people work
Leaders should move past the remote work debate and build work cultures centered on mental health, flexibility and support. By Filippo Gramigna and Daniel Pirchio, co-CEOs of Onetag The debate over remote work versus office mandates shows no signs of slowing. The advertising world is no exception, where some argue that agencies should go fully […]
The Evolution of Curation: From Static Deals to Real-Time Precision
by Keith Arrowsmith, Director of Product Marketing, Onetag Over the last 18 months, the expansion of sell-side curation has marked a paradigm shift for programmatic advertising, dramatically increasing scale for Deal ID data targeting and enabling faster decisioning at the impression level. The IAB Tech Lab defines curation as “the selection and organization of inventory using technology and […]
Shaping the Flow: Building a Traffic Shaping Algorithm Inside an Exchange
By Flavio Porri, Head of Onetag Data Science n digital advertising, optimizing latency and throughput can significantly impact performance and revenue. For a programmatic exchange, optimizing every bit of traffic that flows through its pipes isn’t just a matter of efficiency, it’s a matter of survival. Traffic shaping is the process of managing and prioritizing […]
How to move beyond burn and learn ad buying
By Keith Arrowsmith, Marketing Director, Onetag In programmatic advertising, it’s still common to launch a campaign, spend budget to gather performance data, and then start to re-optimize once results come in. But while it’s long been accepted as standard practice, this “burn and learn” model is also a major source of waste, delay, and missed […]
The Unsung Hero Of Ad Tech’s AI Revolution: The Cloud
By Daniel Pirchio, Onetag Since ChatGPT exploded into public consciousness, the conversation in ad tech has centered around AI. Generative tools, predictive models, attention algorithms: AI now touches nearly every part of the ecosystem, from media planning and creative to optimization and reporting. But while AI captures the spotlight, another foundational technology has quietly enabled […]