Aryel
Aryel is an Italian AdTech company offering a no-code WebAR platform that enables brands and agencies to create, distribute, and measure augmented reality advertising campaigns programmatically. It serves 150+ enterprise customers across Fashion, CPG, Automotive, and Tech with proprietary AI-driven emotional insights and attention metrics.
- Company typePrivate
- Founded2020
- HeadquartersMilan, Italy
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Aryel does
Aryel is an Italian AdTech company founded in 2020 in Milan that operates a no-code WebAR platform enabling brands and agencies to create, distribute, and measure augmented reality advertising campaigns programmatically across the open web. Its core technology combines a self-service SaaS interface with ready-to-use templates and 3D model libraries, allowing non-technical users to produce AR ad formats including Product-Centric 3D/AR Ads, Virtual Try-On (Wearable Ads), 360 Expandable Ads, AR Advergames, AR Quizzes, Camera Effects, and High-Impact 2D Ads. The platform is differentiated by proprietary AI capabilities: AI Insights uses computer vision to capture emotional responses and facial features through camera-enabled ads, Sonar is a GenAI-powered media planning tool that builds AR-chetypes audience segments, and In-Chat Ads is a native ad format for AI conversation platforms using a semantic-predictive engine.
Aryel monetizes through a hybrid revenue model comprising SaaS subscriptions (monthly for Self-Service Mode, annual for Service Management Mode), CPM-based media spend for programmatic distribution, and professional services for customized 3D/AR content creation. The company serves 150+ customers globally across Fashion & Luxury, CPG & FMCG, Automotive, Tech & Electronics, Retail, and Media & Entertainment verticals, with named logos including BMW, Nissan, Samsung, Dyson, McDonald's, P&G, Barilla, Valentino, Bulgari, D&G, Warner Bros., Disney, Lego, and Hearst, alongside creative agencies WPP, Ogilvy, and HAVAS. Distribution is enabled through 100+ integrations with major DSPs, SSPs, ad servers (Adform, Equativ, Google DV360, The Trade Desk, Teads, Criteo, Onetag), e-commerce platforms (Shopify, WooCommerce, Magento), and CRM systems. The go-to-market combines PLG self-serve, enterprise direct sales targeting UK, France, and Germany, and a channel partner program (including Grid Media for LATAM). The company raised approximately €4.4M in seed funding (led by PranaVentures) and was acquired by Onetag Group in March 2026.
Aryel firmographics
Firmographics- Name
- Aryel
- Legal name
- Aryel S.r.l.
- Website
- https://aryel.io
- Company type
- Private
- Founded year
- 2020
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- Aryel is an Italian AdTech company offering a no-code WebAR platform that enables brands and agencies to create, distribute, and measure augmented reality advertising campaigns programmatically. It serves 150+ enterprise customers across Fashion, CPG, Automotive, and Tech with proprietary AI-driven emotional insights and attention metrics.
- Ownership category
- akta.pro rank
Aryel industry classification
Industry- Product category
- Augmented Reality Advertising Platform
- NAICS
- Advertising Agencies (54181), Advertising Agencies (541810), Other Services Related to Advertising (54189), Graphic Design Services (54143)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Interactive & Immersive Content Production (AR/VR/3D) (BPAFAIAL)
- akta.pro secondary industries
- Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI), Brand Activations & Experiential Campaign Design (MPAAAGAA)
Keywords
Where Aryel is headquartered
LocationHeadquarters
- HQ city
- Milan
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
Aryel business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscription: Monthly or annual subscription fees for platform access, with self-service and service management modes. Users pay based on chosen subscription tier.
- Media Services (CPM): CPM-based pricing for media space purchases where the Company coordinates distribution. Amount varies based on distribution modality (self-managed vs Company-coordinated). Purchase may be through direct/programmatic buy.
- Customized Content Creation: Service Management mode includes Company support for creating personalized AR content and 3D assets according to client specifications.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Self-Service Mode - No-code AR platform access with templates |
| Hybrid | Annual | Service Management Mode - Full-service AR campaign creation |
| Usage-based | Pay-as-you-go | Media Services - Ad placement and distribution |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels7 records
Aryel product offering
Product offeringCore offering
Aryel provides a SaaS-based augmented reality (WebAR) advertising platform that enables brands, agencies, and publishers to create, distribute, and measure high-impact 3D/AR ad campaigns programmatically. The no-code platform offers immersive creative formats (Virtual Try-On, AR Advergames, 360 Expandable Ads), AI-powered emotional insights and attention metrics, GenAI-driven media planning (Sonar), and native ad formats for AI conversations (In-Chat Ads), with distribution through major DSPs, SSPs, and e-commerce integrations.
Product overview
Aryel is an Italian AdTech company offering a SaaS-based augmented reality advertising platform. The core Aryel platform enables brands and agencies to create, distribute, and measure high-impact AR ads programmatically. The product portfolio centers on the main Aryel platform supplemented by specialized modules: Creatives (immersive ad formats including 3D/AR, wearable try-on, 360 expandable, advergames, quizzes, and high-impact 2D), AI Insights (emotional response and facial feature tracking via camera-enabled ads), Sonar™ (GenAI-powered media planning with AR-chetypes audience segmentation), Aryel+ (AR integration across e-commerce, events, packaging, and print channels), and In-Chat Ads (native ad format for AI conversation platforms). Aryel was acquired by Onetag in March 2026 to create a unified value exchange for programmatic advertising.
Differentiator
Problem solved
Functional benefit
Brands
- Aryel+: AR integration across all marketing channels including e-commerce, live events, newsletters, packaging, and print media.
- Sonar™
- AI Insights
- In-Chat Ads
- Attention Metrics
Products and services
- Aryel (Core SaaS Platform) A SaaS-based augmented reality advertising platform that enables brands and agencies to create, distribute, and measure high-impact ads through premium publishers and channels. The platform supports both self-service and managed service modes for AR campaign creation and programmatic distribution.
- Creatives High-impact immersive ad creative formats including Product-Centric 3D/AR Ads, Wearable Ads (virtual try-on), 360 Expandable Ads, AR Advergames, AR Quizzes & Surveys, Camera Effects & AR Filters, 3D Shapes, and High Impact 2D Ads. Available for awareness, consideration, and traffic campaign objectives.
- AI Insights AI-powered analytics tool that captures human emotional responses, facial features, and product attention spots using vision tracking through camera-enabled ads. Provides unique data on how users emotionally respond to ads, enabling optimization for emotional engagement and brand loyalty.
- Sonar™ GenAI-powered media planning solution that analyzes audience behavior, emotions, and facial features to create highly personalized media plans. Creates AR-chetypes audience segments and provides recommendations for optimal channels, publishers, ad formats, site lists, and timing for maximum campaign impact.
- Aryel+ AR integration solution that extends augmented reality across all marketing channels including e-commerce stores, newsletters, live events, packaging, and print media. Enables brands to deploy AR experiences beyond advertising into broader customer touchpoints.
- In-Chat Ads First native advertising format and distribution network designed specifically for AI-powered conversations. Ads appear alongside AI responses, triggered by user prompts using a semantic-predictive engine. Includes In-Chat Sponsorship, Loader Ads, Video Ads, Immersive Ads, Recommendation Ads, and open web retargeting.
Quantifiable outcome
- 12x higher CTR versus standard display ads
- +7 more outcomes
Companies that use Aryel
Customer profileNamed customers23 records
Segments12 records
Ideal customer profiles5 records
Aryel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration21 records
AI capability11 records
Feature6 records
Aryel partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core, strategic and flagship.
- OnetagcoreAcquisition by Onetag creating unified value exchange for programmatic advertising. Combines Aryel's creative technology with Onetag's exchange connecting 2,000+ publishers and 5,000 advertisers
- CriteostrategicIntegration bringing Aryel's interactive creatives into Criteo's commerce media ecosystem, providing access to conversion-ready inventory with 4% average CTR
- PHD ItalystrategicStrategic partner at Intersections 2024 event, co-hosting workshop on AR and 3D in programmatic advertising with Coop case study
- Grid MediaflagshipStrategic partnership making Grid Media the local representative for Aryel's AR advertising technology across Mexico and LATAM region. Successful campaigns for Garnier, Nescafé, Doritos, Aurrera, and Mercado Libre
- Christian GriesbachstrategicAppointed as strategic advisor for Germany market with over 20 years of advertising industry experience to support Aryel's expansion
- LocalastrategicPartnership to integrate AR and local insights into drive-to-store campaigns, enabling effective planning and measurement of local campaigns worldwide
- TeadsflagshipPowerhouse partnership for bringing 3D/AR advertising to Teads' global media platform. Enables brands to create and distribute AR experiences through Teads' premium publisher network
- Google Display & Video 360coreIntegration enabling Aryel ad tags as third-party creatives in DV360 for programmatic campaign distribution
- The Trade DeskcoreIntegration for programmatic AR advertising through The Trade Desk platform
- AdformcoreIntegration for delivering captivating 3D/AR ads through Adform's capabilities
- EquativcoreIntegration boosting advertising effectiveness by combining Aryel's AR creatives with Equativ's advanced ad solutions
- ShopifycoreIntegration for adding 3D and AR product experiences to Shopify stores, revolutionizing e-commerce with immersive shopping
- SalesforcestrategicCRM integration for maximizing lead generation and nurturing with combined Salesforce and Aryel AR technology
- HubSpotstrategicCRM integration elevating lead generation by connecting Aryel's AR campaigns with HubSpot's CRM
- MailChimpstrategicIntegration boosting marketing impact by integrating Aryel's immersive AR campaigns with Mailchimp
- WooCommercestrategicIntegration enhancing online stores with 3D and AR experiences for unique shopping journeys
- UndertonestrategicIntegration delivering impactful ads across all platforms by combining Aryel's AR creatives with Undertone's solutions
- IAB EuropestrategicMembership and TCF participation in IAB Europe for advertising standards
- IAB UKstrategicMembership in IAB UK for UK advertising standards
- IAB ItalystrategicMembership in IAB Italy for Italian advertising standards
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Aryel competitors and assessment
Company assessmentBroad incumbents
- Snap (Snap Inc.): Snap's AR platform and AR advertising tools (Spark AR, AR Lenses, Shoppable AR) compete with Aryel's 3D/AR ad formats, particularly for brands targeting Gen Z and direct-to-consumer. Snap offers massive owned reach but Aryel differentiates on programmatic open-web distribution versus Snap's walled-garden inventory.
- Meta (Spark AR / Advantage+): Meta's Spark AR platform and immersive ad formats (AR Reels, Advantage+ AR Ads) target the same brand budgets and creative agencies as Aryel, with deep integration into Instagram and Facebook. Meta is a scaled incumbent; Aryel competes by enabling AR on the open web rather than inside Meta's walls.
- Criteo: Criteo is a commerce media platform that integrates Aryel's interactive creatives for AR advertising inventory. While a partner, Criteo is a scaled incumbent in retargeting and commerce ad tech, with adjacent (and potentially competing) immersive creative ambitions.
- Teads: Teads is a global media platform and Aryel partner for distributing 3D/AR ads through premium publisher networks. As a scaled SSP with immersive creative ambitions, Teads is both a strategic distribution partner and a potential competitor if it builds native AR creative tooling.
Direct peers
- Zappar: Zappar is a UK-based AR content creation platform offering AR campaigns, packaging AR, and 3D/AR ad formats for brands and agencies. Most directly comparable peer in product scope (no-code AR ad creation, brand-facing tools) and geographic overlap with Aryel's European footprint.
- MirrAR: MirrAR provides AR virtual try-on and immersive ad experiences for retail and e-commerce brands. Co-listed with Aryel in G2's Winter 2025 AR/VR Grid Report, MirrAR is a direct peer in the AR advertising and virtual try-on segment.
- 8th Wall (by Niantic): 8th Wall is a WebAR development platform enabling AR experiences for browsers, used by brands and agencies for immersive campaigns. Direct peer in the WebAR infrastructure layer, with overlapping brand and agency customers seeking browser-based AR creative.
Emerging players
- Obsess: Obsess builds immersive 3D and AR shopping experiences for brands, bridging ad creative and e-commerce destinations. Overlaps with Aryel+ for the e-commerce/retail AR use case, particularly with luxury and fashion brands like those in Aryel's customer base.
- Bidstack: Bidstack is an ad tech platform enabling programmatic in-game and immersive ad placements. While primarily gaming-focused, Bidstack is comparable as a programmatic infrastructure peer monetizing immersive/in-game ad inventory adjacent to Aryel's AR/3D formats.
Others
- Onetag: Onetag is Aryel's parent company post-March 2026 acquisition and a programmatic exchange connecting 2,000+ publishers and 5,000+ advertisers. They are no longer an independent peer, but Onetag's smart curation capabilities are now Aryel's primary distribution channel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Aryel social profiles
Digital presenceAryel compliance and trust
Trust signalCompliance2 records
Aryel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aryel leadership team
Management profileNumber of profiles
Profiles9 records
Aryel funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aryel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aryel
What does Aryel do?
Aryel provides a SaaS-based augmented reality (WebAR) advertising platform that enables brands, agencies, and publishers to create, distribute, and measure high-impact 3D/AR ad campaigns programmatically. The no-code platform offers immersive creative formats (Virtual Try-On, AR Advergames, 360 Expandable Ads), AI-powered emotional insights and attention metrics, GenAI-driven media planning (Sonar), and native ad formats for AI conversations (In-Chat Ads), with distribution through major DSPs, SSPs, and e-commerce integrations.
Is Aryel a public or private company?
Aryel is a private company. It is classified as corporate owned and is currently acquired.
When was Aryel founded?
Aryel was founded in 2020. It employs 51 to 100 people.
Where is Aryel based?
Aryel is headquartered in Milan, Italy, in the Europe region.
How does Aryel make money?
Three revenue lines are on record. SaaS Platform Subscription is the primary driver. The others are media Services (CPM) and customized Content Creation.
Who are Aryel's main competitors?
Broad incumbents on record are Snap (Snap Inc.), Meta (Spark AR / Advantage+), Criteo and Teads. Direct peers are Zappar, MirrAR and 8th Wall (by Niantic). Emerging players are Obsess and Bidstack. Onetag is listed as an others.
Does Aryel have an API?
Yes. Aryel provides API documentation for developers to access its AR advertising platform capabilities. The API documentation is available at docs.aryel.space. Users can create and customize augmented reality content, manage 3D models, and access advertising features programmatically. Developer documentation is at docs.aryel.space.
What industry is Aryel in?
Aryel's product category is Augmented Reality Advertising Platform. Its primary akta.pro industry code is BPAFAIAL, Interactive & Immersive Content Production (AR/VR/3D), with a secondary code of MPAAAGAI, Mobile/Digital Experiential (AR/VR, Interactive Installations). Its NAICS code is 54181 and its SIC code is 7311.