Comcast’s NBCUniversal unit today said it launched NBCUx, a programmatic digital ad sales facility.

NBCU recently began offering its digital display advertising inventory programmatically to clients, including Target. The company says NBCUx will also offer its digital video and mobile content via a programmatic technology using a private exchange.

Programmatic technology enables buyers and advertisers to use data to target consumers with their ad campaign. Transactions costs are lower, but there is concern that commercial inventory and the content it appears in become a commodity, driving down prices.

Read more at B&Chere.