Reddit, the social media platform and community network, has filed a registration statement with the SEC in preparation for an initial public offering of its Class A common stock. Reddit has been a private company since its founding in 2005 and is one of the top 20 most visited websites in the world. The IPO is likely to boost its standing in the advertising market and the expected injection of capital could help refine its ad products, according to experts.

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.