It has spent the last couple of years up-ending, shaking up and revolutionizing the buying and selling of advertising - all without, it sometimes seems, the industry ever agreeing what it really means. But could "programmatic" advertising now be waning? "The lexicon shifts because the approach is becoming more holistic," Rubicon marketplace development SVP Jay Sears tells Beet.TV in this video interview. "Ad holding companies and operating agencies are starting to really organize to get a holistic view across orders and auctions ... and across the mobile app world, desktop world and all the different display and video formats. EMarketer reckons two thirds of US display advertising is also transacted programmatically, rising to 72% or 27.47bn in 2017.