Dark Social

Dark social is essentially, the scale of the internet has created a ton of word of mouth channels. And none of it gets tract by attribution, softwhere or. None of it generates intent data because platforms have privacy policies that would restrict them from giving that data to your attribution soffwhere. So companies can't track it, they literally just don't think about it and they don't do it. They focus on all these things that are easily measured, that don't actually drive results.