NBC Programmatic Selling

I am following the widening thread here here.  Recall my mention of our work in this area, see the tag below.  Don't know exactly what analytics are being done here, but can guess.  Opportunities for true optimization here.  Where are the auctions?  In Adage:   " .... NBC Universal Takes First Steps To Sell TV Programmatically ...  Linear Inventory Will Be Available In Private Exchanges ... "