By The Drum

Best use of messaging apps

Adidas

As mobile messaging apps such as Snapchat grow, naturally brand interest has followed. However, one aspect that has slowed investment is the challenge of dark social, i.e. traffic that originated from a share of a URL. It renders traditional web analytics tools redundant and has pushed some advertisers to run their own tests to see whether there is another way to shed light on how people are discussing their content.

Adidas is one such brand, but admits user engagement has been harder to track than it initially thought. To track the untrackable, the sports brand built hyper Read full story ›

Source: The Drum