If you want to know the ins and outs of programmatic, Jay Sears, svp of market development for the Rubicon Project, is probably the guy who should explain it to you. Sears has a long history with ambitious, technically complex ventures, notably the finance world’s vital Edgar Online tool. (Take it from a reporter: Edgar has made getting public financial data worlds easier.) Now, Sears is working to evangelize on behalf of automated buying technology like the platform Rubicon provides. It’s not going away, he says, and regardless of what platform or medium you sell ads for, you’re going to be seeing a lot more about programmatic soon.