i3 - January/February 2017 - 44

How would you describe
your work?
When I'm feeling fancy, I say that it's my
privilege to spend my life observing what
all the disruptors are doing, and it's my job
to determine the impact and opportunities
of the disruptors on the disrupted.

What does disruption mean
to you? It can be exciting or
scary, depending on which side
of the equation you're on.

Rob Norman is the chief digital officer
at GroupM, a media investment group
that claims responsibility for"one in
three ads globally."
44

JANUARY/FEBRUARY 2017

What are the technology
developments that help
you make better business
decisions?
The unicorn in our business is the single
source of truth. In our world that's defined
by, "these are customers or prospects we
know about, these are the behaviors that
we know they do, and these are the actions
or events that increase or decrease those
behaviors - whatever we're trying to do.
A common conversation these days is to
discuss walled gardens - the data that goes
into but doesn't necessarily come out of a
Google or a Facebook or a Snapchat. We
also have Google and Facebook dominating the deterministic spaces in terms
of device IDs and so forth, and a bunch of

I T I S I N N O VAT I O N

CREDIT JOSEPH MORAN

GroupM
The Search
for a Single
Source of
Truth

Almost always both. What it means to me,
practically, is that there are a dozen or so
companies in the world (along with their
regional counterparts) that are impacting
the business models of all the other companies in the world. They're impacting
them by creating new distribution
channels, or by new routes to market,
or by disintermediation, or the creation
of marketplaces where they didn't exist
before, or by the production of data, or by
the delivery systems of media that impact
the vast majority of large enterprises and
employers in the world.
When I think about Google and Ford,
for example, I think about their relationship at every level, from how people
use search to discover two or three
dealerships, to how they think about
price comparison, right up to what the
development of self-driving vehicles
means in a macro sense to the transportation industry.



https://www.groupm.com/

i3 - January/February 2017

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