Magna Global’s Cohen On The ‘Big Bad Digital Bear’ And Multi-Source Data
Cross-screen viewing of television and video content, which were dominant themes during recent Upfront and Newfront media company presentations, drive home the need for a variety of data sources. “The key message,” says Magna Global North America President David Cohen, “is we are in a world where a single-source provider simply is not sufficient based on the wide range of content and platforms that we have to cover.”
In an interview with Beet.TV, Cohen says that while it’s easy to knock industry ratings leader Nielsen, the reality is that complexity is the driving force behind the emergence of alternate data sources.
“As the world gets increasingly more complex, it is very hard to get a good sampling of the wide range of content and audiences both at work and at home,” Cohen says.