Marketing in the Messaging Space for Publishers and Marketers in the U.S.

From pure-play messaging apps to hybrid apps with messaging functionality, IAB explores this exciting new marketing medium.
 

IAB sought to answer the following:

1. What does the current world of messaging in the U.S. look like?
2. What are the key defining characteristics of the various messaging options? Where is the potential to differentiate? What do publishers and marketers need to know?
3. What are the top questions that brands, agencies, and publishers ask messaging app companies?
4. Where do chatbots fit in the messaging equation?

IAB Definition of Messaging
Although it might make it less confusing to compartmentalize apps into primary vs. secondary app function groups, I’m not sure that it’s a useful . . .