According to @eMarketer, opportunities loom large for CPG brands if they use Programmatic ad buying - powers more targeted ad buys. Programmatic ad buying adds a layer to the informative consumer data that CPG brands gather (e.g. search data, point-of-purchase data, data from social media, & third-party data from loyalty programs). This layering helps CPG brands understand who is interacting with their brands, redefines their target, and allows CPG brands to take advantage of real-time insight to create a much more tailored message in a real-time media environment. - Link