Corey Ferengul and Joe Zawadzki are joined by Filippo Gramigna, co-CEO of OneTag — one of the only globally scaled programmatic companies founded in Europe. Filippo walks through OneTag's decade-long evolution, from its origins as a DSP to building a bespoke SSP for Procter & Gamble, pioneering traffic shaping before the term existed, and repositioning multiple times as the market evolved around curation. He explains the company's recent acquisition, Aryel, and how they see a unique fit. The conversation also covers how OneTag is approaching AI pragmatically, why blurring DSP/SSP lines might be inevitable, and what Filippo wishes more brands and agencies understood about cutting through the noise in a crowded market.