I'm Mike Nicholson, CEO at Six Sells and host of The Six Sells Podcast. I recently spoke with Filippo Gramigna, co-CEO at Onetag, about their approach to programmatic advertising.
What Does Onetag Do?
Onetag is an adtech company that prioritises quality in digital advertising through a curated approach. Filippo described this clearly: "We strongly believe in curation, and we prioritise quality inventory over scale."
How Can Advertisers Reduce Programmatic Waste?
Billions of digital ad impressions are wasted annually—unseen or ineffective. Filippo highlighted this problem by stating, "Billions of impressions are wasted, never viewed, never noticed—it's a massive inefficiency." Onetag's curation reduces these wasted impressions, leading to smarter advertising spend and reduced carbon emissions.
How Can Advertisers Improve Advertising Performance?
Filippo explained that targeted placements are key to successful advertising: "Focusing on the right placements ensures budgets are spent effectively and performance improves." Onetag carefully selects ad placements to maximise advertiser effectiveness and budget utilisation.
Can Quality Advertising Scale Effectively?
Balancing scalability and selectivity is vital for Onetag. Filippo described their method clearly: "We blend automation with human oversight, enabling careful selection at a meaningful scale." This ensures consistent quality as the company expands.
How Does Advertising Impact Sustainability and Carbon Emissions?
Environmental sustainability is central to Onetag's model. Filippo noted, "Reducing wasted impressions directly impacts carbon emissions, helping advertisers meet ESG targets effectively." The curated model contributes positively to advertisers' sustainability objectives.
How Does Onetag’s Technology Enhance Advertising Performance?
Filippo shared insights into Onetag’s technological strategy: "We layer curation onto existing programmatic technology, using transparent measurement and human insight to maintain consistent performance." This strategy ensures the effective deployment of advertising technologies.
Where Can I Listen to the Episode?
Who is Six Sells?
Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology.
Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers.
Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web.
We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise.
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