How Ad Tech’s Cloud Transformation Can Keep Up With Its Automation Goals
By Filippo Gramigna, co-CEO, Onetag Early in 2025, AdExchanger declared that this year, ad tech would go to the clouds. In many ways, this has proven true: across the industry, platforms are migrating workloads to cloud environments, modernizing their data pipelines, and reengineering their backend systems for scale. But migration alone doesn’t always mean transformation. […]
The difference between an exchange and an SSP — and why it matters (especially for curation)
By Keith Arrowsmith, Marketing Director, Onetag In ad tech, it’s common to hear “exchange” and “SSP” used interchangeably. But while both operate on the sell side of the programmatic ecosystem, they aren’t the same — and as buyer expectations evolve and curation becomes central to media quality and performance, the difference matters more than ever. […]
Could AI Shift Ad Tech to a SaaS Model?
By Filippo Gramigna, co-CEO, Onetag Many have tried to change ad tech’s business model. Not only to reduce fees or increase transparency, but also because, they argue, the current transactional system fails to align with business outcomes. The platforms that power the open web still operate like intermediaries, charging per impression or as a percentage […]
Lo que el lado de la oferta puede aprender del lado de la demanda en programática
En el panorama publicitario, especialmente en el ámbito de la publicidad programática, el término curation a menudo se presenta como un campo de batalla entre el lado de la demanda, el lado de la oferta y los publishers. Pero esta visión pasa por alto el panorama general. Cuando se hace bien, curation no trata de “lados”. […]
Adding the Key Ingredient to Curation
By Filippo Gramigna, co-CEO, Onetag Curation is one of the most talked-about trends in programmatic right now — and also one of the most misunderstood. Supply platforms miss the key ingredient when they treat curation as a cosmetic upgrade of previous approaches: package some domains, add a data partner, throw a bow on it. The […]
What the Programmatic Sell Side Can Learn From the Buy Side
By Keith Arrowsmith, Global Marketing Director In media coverage on programmatic advertising, curation is often framed as a battleground between the buy side, the sell side, and publishers. But that view misses the bigger picture. Done right, curation isn’t about sides. It’s about system-level outcomes that benefit everyone involved and address the pain points that […]
What Agencies Really Need From Ad Tech in the AI Era
By Filippo Gramigna, Co-CEO As AI technologies evolve, agencies are keeping pace. From building proprietary algorithms to launching large marketing models like WPP’s new Open Intelligence platform, media networks are doubling down on automation, agent-driven insights, and custom tooling for their clients. But as planning, targeting, and creative become increasingly driven by AI, one thing […]
What Genuine Curation Requires
By Filippo Gramigna, Co-CEO Curation is one of the most talked-about trends in programmatic, and one of the least understood. Supply platforms miss the key ingredient when they treat curation as a cosmetic upgrade of previous approaches: Package a few domains, add a data partner, and throw a bow on it. The result is more […]
Supply-Side Data Signals: setting the course for programmatic’s future
By Salvatore Nicotra, Chief Innovation Officer, Onetag Onetag: Smart Curation of supply-side data signals is redefining the efficiency of programmatic advertising Month by month, supply-side curation is steadily reshaping advertising inventory optimization strategies, ensuring more relevant impressions and enhancing campaign performance. By leveraging advanced data science and real-time artificial intelligence technologies, supply-side data signals serve […]
Why curation is the smart approach for independent agencies
By Dan Scherer, SVP global sales, demand, and partnerships A defining strength of independent media agencies is their agility in embracing new ways of working. This enables them to move quickly and capitalize on market shifts. Their start-up and scale-up mindset helps them rapidly align with emerging tools and technologies to seize new opportunities. This […]