Online advertising company Olive Media is accommodating the agency trend toward demand-side bidding platforms by upgrading its Olive Brand Response network.

The network interface is platform-agnostic, designed to work with any DSP, trading desk or real-time bidding system.

Jeff Clark, head of technology, Olive Media, says that the investment in OBR was made to accommodate the increasing amount of business that’s being done in real time.

‘More and more media buying is being done via real-time bidding and the majority of agencies are moving in this direction,’ he tells MiC. ‘The goal is to have the best technology in place in order to best monetize our publishers’ inventory while providing our advertisers with the quality results they are looking for. This upgrade puts us in the best position to meet both of these needs.’

Agencies and agency groups currently using Olive Brand Response with their DSPs include Group M, MediaBrands and OMD.

‘Media planners now have real-time bidding access to our Olive Brand Response inventory allowing them to target the specific audiences they are looking for and optimize that inventory as part of their overall media buy,’ Clark adds.