Dark social media, dark social, or dark traffic are terms coined by the online marketing and advertising community to refer to social sharing of URLs that do not contain any digital referral (i.e. tracking) information about the source.[1][2] The concept of a “dark” link is generally used by people working in web analytics as well as in online advertising, who have come to expect that they will be able to monitor and profile website visitors and app users, sometimes in quite controversial ways such as mouse tracking to follow people’s activities by tracking their mouse movements.