Consumer-packaged goods (CPG) companies face disadvantages in the digital world, given their historical lack of direct-to-consumer relationships. But with or without troves of customer data, CPGs are forging ahead. eMarketer’s Lauren Fisher spoke with Eli Chapman, senior vice president and managing director of media at digital advertising agency R/GA, about how CPGs are placing greater emphasis on direct-to-consumer initiatives—especially programmatic—to push greater performance from their digital media buys.