“Dark Social” Is Still Nearly 70 Percent Of Sharing Activity

by Martin Beck
Two years after Alexis Madrigal coined the term, we’re still largely in the dark about Dark Social. Dark Social, you’ll remember, is that portion of referral traffic that lacks information to trace it back to its source. In Madrigal’s Atlantic.com article introducing the idea, he reported that nearly 69% of social referral traffic to publishers was “dark.Read the full article