Consumer product goods (CPG) ad spending is in flux, as shown by the public comments of marketers like Kimberly-Clark and technology shifts such as the matching of offline data with online users to track the effectiveness of digital ads. The impact of this shift may be most visible in the area of digital video. In a new report, eMarketer indicates packaged goods companies will be the most aggressive buyers in the programmatic digital video advertising market. “CPG will be the most aggressive in putting budget dollars through programmatic in video,” said Charles Gabriel of AOL, commenting in the report. “Marketers want it, agencies want it, and these systems will allow for better control of (advertising) supply.” Still, there remains a steep learning curve for brand managers to begin adopting programmatic solutions en masse.