Onetag
Cookieless programmatic curation and exchange platform for buyers and publishers.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Onetag
- Entity type
- COMPANY
- Founded
- 2015
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- onetag.com
What Onetag does
Onetag operates a vertically integrated programmatic advertising infrastructure business. It aggregates publisher inventory, applies contextual and placement-level optimisation, packages curated supply for demand-side activation, and connects this flow through its own exchange layer. This creates value for publishers through yield improvement and for buyers through improved media quality, relevance and performance in open web buying.
Category differentiation
Onetag is not a DSP or a consumer media platform; it is an AdTech infrastructure company focused on SSP-style exchange, curation and contextual targeting. It is also distinct from pure contextual vendors because it combines targeting intelligence with exchange and publisher monetisation infrastructure.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Onetag is a private AdTech company focused on programmatic supply, media curation and cookieless contextual targeting. Its platform combines exchange infrastructure, publisher monetisation tools and buyer-facing curation products that help advertisers, agencies, trading desks and publishers access higher-quality open web inventory, improve campaign efficiency and optimise yield without relying on third-party cookies. The company generates revenue primarily from transaction-based take rates on media flowing through its exchange and curation stack, supported by software-style platform access and managed services. Its customers are business users rather than consumers: publishers and media owners use Onetag to monetise inventory, while advertisers, agencies, DSP users and trading desks use it to source curated supply and improve performance. The 2026 acquisition of Aryel indicates expansion into immersive and interactive ad experiences.
Company news briefing
Briefing updated:
Onetag continues to strengthen its executive leadership and technical infrastructure, operating under co-CEOs Daniel Pirchio and Filippo Gramigna. Recent developments include the appointments of Peter Wallace as Chief Revenue Officer and Alexandra Balashoiu as Vice President of Product to support global growth, alongside ongoing maintenance integration within Prebid.js releases.
Business model & monetisation
Onetag monetises mainly through a percentage take-rate on programmatic media transactions flowing through its exchange and curation infrastructure. It also uses SaaS-like commercial mechanics around access to its platform capabilities for buyers and publishers, and it can monetise managed support through service-led optimisation and customer success. Revenue therefore mixes media-linked transaction economics with software and service components.
- Programmatic transaction take-rate
- Percentage Take-Rate
- Publisher monetisation platform access
- Software Subscription
- Buyer curation tools
- Software Subscription
- Managed optimisation and support
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
OneTag Limited
IAB vendor record: 241
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 3, 4, 7, 9, 10
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2, 3
- Declared special feature IDs
- 1
- Indexed sellers.json entries
- 2,617 · onetag.com
Products & market categories
Subsidiaries & acquisitions
- Aryel
Immersive adtech platform for AR creatives, measurement and planning.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Onetag Hires Peter Wallace as Chief Revenue Officer
Hiring · Recorded impact score: 1/5
Onetag, an independent advertising technology company, has appointed Peter Wallace as its new Chief Revenue Officer (CRO). The appointment is aimed at accelerating the company's global growth. Peter Wallace brings extensive experience in the ad tech industry, having previously held senior roles at major companies. This strategic hire reflects Onetag's commitment to strengthening its leadership team and expanding its global footprint.
- Onetag appointed Peter Wallace as Chief Revenue Officer.
- The appointment is intended to accelerate global growth.
Explore company relationships
Questions about Onetag
What is Onetag?
Onetag is a programmatic advertising technology company providing exchange infrastructure, media curation, contextual targeting and publisher monetisation tools.
Who uses Onetag?
Its users are advertisers, agencies, trading desks, DSP users, publishers and media owners operating in programmatic advertising.
How does Onetag make money?
It primarily earns a take-rate on media transacted through its exchange and curation platform, with additional software and managed service revenue.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
17 publicly documented primary sources and citations linked across the market graph.
Continue your research on Onetag
Explorer includes additional company details, a Watchlist for up to 25 companies and your personal Strategic Intelligence Agent. It monitors your market daily and delivers tailored briefings with clear strategic context whenever relevant news occurs.
Free, with no time limit.