- Comcast Spotlight — Comcast's ad sales division — and programmatic technology provider Rubicon have teamed up to create an ad exchange for the cable provider's Xfinity websites.
- The exchange will allow the programmatic buying of display ads across XFINITY.com and XfinityTV.com
- Currently, the RTB exchange only allows for display ads on those two sites, but a mobile roll-out is planned for the future.
RTB exchanges and deals like this one between Comcast and Rubicon will become increasingly more commonplace. Advertisers prefer the programmatic platform because of its efficiency and lack of hassle. Publishers — many of them struggling — have to offer the services advertisers want to continue to see ad revenue come in. The Xfinity exchange has answered those demands.