Programmable Pixel Shader

Jensen Huang introduced this in his Stanford talk.

The first video card with a programmable pixel shader was the Nvidia GeForce 3 (NV20), released in 2001. Geometry shaders were introduced with Direct2D 10 and OpenGL 3.2. Eventually, graphics hardware evolved toward a unified shader model.

Nvidia developed CG https://en.wikipedia.org/wiki/Cg_(programming_language)