Constant Contact, the digital marketing platform with a small business focus, will acquire the business of Txtify Technologies. Txtify specializes in mobile-first lead generation using customized microsites and surveys. The acquisition will help Constant Contact customers to create no-code mobile-optimized, branded lead generation forms in minutes.
Scope3 Media Reporting has raised $25 million in new funding to support its mission to measure media and advertising carbon emissions and suggest optimizations that will reduce them. Brands that use Scope3 to reduce their emissions include Coca-Cola, General Motors and Mastercard. It now plans to address the growing threat of emissions caused by the use of AI.
News publishers have a new plan to beat the demonetization they suffer in the face of unrefined brand safety blocking tools. The solution is to create private marketplaces of trusted news sites that should not raise brand safety concerns; a kind of self-white listing. For example, publisher advisory firm Prohaska Consulting has launched the ProNews Collective with inventory available exclusively through its SSP partner Index Exchange.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.