The Aperiam Podcast Building a Value Exchange for the Open Internet
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Mar 25, 2026 Filippo Gramigna, Co-CEO of OneTag and programmatic veteran, outlines OneTag's journey from DSP to curated exchange. He discusses rebuilding infrastructure for profitability, the Aryel acquisition for immersive creative, and a pragmatic approach to AI. The conversation highlights blending curation, creative, and real-time optimization to create a value exchange focused on clear outcomes.
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How OneTag Evolved From DSP To SSP
- OneTag began in 2015 as a DSP and pivoted after building a bespoke SSP for Procter & Gamble.
- Founder Daniel used DSP experience to bake bidder logic into the SSP, inventing early traffic shaping to pre-optimize supply.
Curation Plus Efficient Cloud Became OneTag's Edge
- OneTag repositioned as a smart curation company by combining traffic shaping with a cost-efficient hybrid cloud infrastructure.
- Their hybrid cloud reduced cost versus public clouds, enabling profitability without VC funding and reinvestment in product.
Schedule Regular Strategic Reflection
- Stop and structure strategic reflection regularly rather than always reacting to market buzz.
- OneTag now holds quarterly in-person strategy sessions with external voices to avoid being mere followers amid fast trends like AI.