Mashable's chief revenue officer Seth Rogin has warned that the pace of change in media is not fast enough - and said the industry must quickly improve its "stone age" handling of data.
, who is speaking at this year's Festival of Media Globalin Rome, told M&M Global that the "connected generation" of consumers has no patience for excuses about "business models or legacy costs".
"The pace of change in media is fast, but I don't think it's fast enough," said Rogin
was referring to Mashable's
new 'Velocity' technology, which allows license-paying agencies to predict and track the viral life-cycle of digital media content.
"In the digital age, an edge of a few hours over your competition can make a significant difference," he
Its first international office opened last year in the UK, and the publisher is keeping an "eye towards the Asia Pacific region", according to Rogin
Its growth may depend on Mashable's
ability to convince marketers that all kinds of ROI, "not only in a monetary sense", add value to their brands.
"In the end, the only [metric] that makes sense is ROI, but not only in a monetary sense.
There are things you can't see on every spreadsheet, like whether or not the environment in which my ad was seen helped or hurt my brand perception," said Rogin