NBC Universal is getting into the private digital ad exchange business.
NBC Universal says the move is to reduce the reliance on third party ad exchanges --which have been criticized in
driving down cost per thousand user pricing. Private ad exchanges can work better for premium digital sites, where they can set specific price limits.
All this would help NBC's family of sites
and that of premium video digital sites like Hulu, of which NBC Universal's parent Comcast is a partner.