Every impression tells a story. Here's who reads it first.
Every time a consumer opens a website or app, an advertising opportunity—known as an impression—is created. Within milliseconds, multiple technology platforms work together to determine which advertiser wins the opportunity to show an ad. This interconnected network of platforms is the programmatic advertising ecosystem.
Defines campaign objectives, audiences, budgets and creatives with the goal of reaching the right consumer while maximising return on media investment.
Evaluates available impressions, analyses audience and contextual signals, determines bid value and participates in real-time auctions on behalf of advertisers.
Connects buyers and sellers, receives bids from multiple DSPs and runs the real-time auction to determine the winning advertiser.
Represents publishers and manages available inventory, pricing rules and demand partners to maximise the value of every advertising opportunity.
Manages available inventory, determines which ads are eligible to compete, prioritises campaigns and delivers the winning creative to the user.
Every hop between advertiser and publisher exists because it adds technology, infrastructure, or optimisation capability and every hop also takes a fee out of the budget before it reaches the publisher.
Provides the media investment and campaign objectives.
Manages media strategy, planning and campaign execution.
Evaluates impressions and executes automated media buying.
Runs auctions and connects buyers with available supply.
Optimises inventory value and manages publisher demand.
Receives the remaining net media revenue.
The gap between what an advertiser spends and what a publisher earns is often called the “ad tech tax”—part of what Supply Path Optimisation exists to reduce.
For years, programmatic focused primarily on automating transactions. Today, advertisers expect far more than efficient buying—they want transparency, premium environments, attention measurement, and richer contextual intelligence.
This has driven the rise of curation, Supply Path Optimisation (SPO), and signal-rich marketplaces, where every impression is evaluated not just on availability, but on the quality of the information attached to it.
At Klarion, we believe the future of programmatic lies in helping buyers make better decisions before every bid. By combining premium supply, intelligent curation, contextual signals, and attention insights, we turn traditional media buying into a more transparent, efficient, and intelligent marketplace.
One impression. Six intermediaries. One story worth understanding.