MEC partners with Mashable for access to its proprietary Velocity technology

The partnership gives MEC and its brands access to Mashable's digital media tracking and viral prediction platform

BestMediaInfo Bureau | Mumbai | October 28, 2014

Mashable, the leading media company for the connected generation, and MEC have announced a partnership that would give MEC access to Mashable's Velocity platform, a technology that predicts and tracks the viral life cycle of digital media content.

Developed by Mashable's in-house product team, Velocity scours the web, collecting data around how people engage with content, and feeds the information into an algorithm, which forecasts what content is about to go viral. The Velocity platform is at the forefront of predictive analytics and is unique in that it canvasses the entire web – more than one million URLs a day.

MEC is one of the first agencies to sign a year-long deal for the proprietary Velocity technology from Mashable. With Velocity, MEC will now have access to an important new tool for predictive media buying, helping to future-proof its clients' communication strategies.

“We initially developed Velocity to help our editorial and marketing teams build Mashable into one of the most shared publishers on the web, and now we are giving select agencies and brands the same opportunity to see what will go viral next,” said Robyn Peterson, Chief Technology Officer of Mashable. He added, “The power of data can be used in a variety of industries and we're excited to be teaming up with one of the leading media agencies to explore all that Velocity has to offer in the media buying space.”

"MEC is on a mission to move past real-time marketing to predictive marketing, and partnering with Mashable, to put Velocity in the hands of our teams, will give us the edge we are looking for," said Shenan Reed, President, Digital, MEC North America. “With Velocity at our fingertips, we will be able to lead our clients to being more nimble and opportunistic across owned, earned and paid channels, ensuring both they and MEC remain at the forefront of driving transformational digital solutions. We believe that Mashable's Velocity platform will be instrumental in building the next generation of marketing and media, and will help to deliver on our ambition to create the best digital offer in the business,” she added.

“We're thrilled to bring our proprietary algorithm, which has served our editors and readers so well over the years, to the world-class portfolio of brands MEC serves on a daily basis,” said Seth Rogin, Chief Revenue Officer of Mashable. “We look forward to working with MEC to help their brands meet the evolving challenges of the digital evolution, and guiding their earned, owned and paid media executions,” he adde

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