Watch: Mindshare's Norm Johnston on why programmatic is like Viagra

Mindshare's Norm Johnston dishes on the next wave of digital disruption, programmatic, and Chinese social media.

Mindshare global chief strategy and digital officer Norm Johnston said he believes that programmatic is destined for a future radically different than the one planned for it, sort of like Viagra.

"Viagra, when it was invented, it was for angina, for heart pain. Of course, when they did the test, they discovered there was a side effect to Viagra that was much more lucrative. And to me it’s the same with programmatic," he said. "For the moment, we use it for media efficiencies and targeting. But really what you’re developing is this incredible useful tool — this almost new CRM that enables you to manage relationships in a very personalized way that adds scale to millions of different people and hopefully, delivers more relevant advertising to them."

Johnston began the interview by talking about a third wave of digital disruption being ushered in by the Internet of Things. He also gave his take on the relationship between data and creativity and how they can cohabitate.

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