Using a metaphor of the discovery of the the so-called “God particle” by physicists at the Hadron Collider in Switzerland, GroupM‘s chief global digital officer Rob Norman tells Beet.TV  that Google and Facebook have arrived at a place he calls the “God particle of marketing” which is perfect attribution.

He explains the power of Google and Facebook via the tech giants’ component parts and by the vast number of logged-in users.

These two tech firms may bring about the biggest societal changes since big oil, Norman adds.

We spoke with him in for our series “The Road to CES” – our preview of the big show next month in Las Vegas.   The series is sponsored by YuMe.