Dark social is making it much more difficult for brands to listen into conversations on social sites.
Once-upon-a-time, it was easy for brands to monitor social media conversations and target the participants with ads.
Thanks to private messaging apps like Snapchat, WhatsApp and Facebook, two thirds of meaningful conversations now happen beneath the radar of web analytic programmes.
It means brands are flying blind most of the time.
To capture the attention of consumers, brands need to step up their game and ensure ads are impactful, relevant and topical, not dull, dreary and disruptive.