Programmatic advertising is set to transform careers in advertising forever. AOL’s VP in charge of product strategy, Mike Treon, named in Advertising Age’s ’40 Under 40’ list, has been spearheading AOL’s surge in advertising and its drive towards programmatic revenue.

Programmatic will have the effect of a tsunami wave over the processes and careers of traditional media and the advertising industry, bringing with it an emphasis on immediate insights and deep analytical capabilities.

Programmatic will become the industry standard of the media in the 21st century, transforming not only leading-edge players like AOL, Facebook, Google and Twitter, but traditional media like newspapers and broadcasters.

“It is definitely going to require different types of people and skill sets,” says Treon.