Messaging apps: the darkest of dark social

by John Mcdermott
It seems counterintuitive that, given the media industry’s recent embrace of data science, a brand or publisher would spend too much time building a presence on a platform that’s inherently unquantifiable. And yet that’s exactly how certain forward-thinking agency execs, brands and publishers are approaching mobile messaging apps like Kik, Line, WeChat and WhatsApp — platforms ...Read the full article