Dive Brief: 

• 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. 

Dive Insight: 

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.