IAB forms group to help marketers better understand and leverage messaging apps

The Interactive Advertising Bureau (IAB) has formed a messenger app group comprised of members from its native advertising, social media and mobile committees who will come together to create a document that will help marketers better understand what messaging apps are and how they can be used to reach consumers.
According to the IAB, the working group, which currently has 40 members on board, will lead efforts to develop an outline for a document that will “help marketers and pu