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Dark social is the hard-to-measure sharing and traffic that comes from private channels (e.g., messaging, email, apps) where referrer data is missing or obscured, so it often shows up as “direct” in analytics. Quantitatively, Chartbeat’s research finds dark social is about a third of external traffic across its network, and earlier analyses found dark social could comprise the majority of “social” traffic in some publisher datasets. What “dark social” means The term “dark social” was...

Zero-party data (ZPD)—information customers intentionally share (preferences, needs, purchase intent, content choices)—is rising because passive tracking is weakening and users are actively restricting how their data is used. Evidence from regulators/statistical bodies and industry surveys shows both stronger user privacy actions and a parallel shift by marketers toward building their own first-party (and ZPD) assets. Why zero-party data is rising In the EU, more than half of internet users...

EXECUTIVE SUMMARY The global data center market stands at a critical inflection point, driven by exponential growth in artificial intelligence (AI), cloud computing, and digital transformation initiatives. Valued at approximately $347.6 billion in 2024, the market is projected to reach $1.1 trillion by 2035, representing a compound annual growth rate (CAGR) of 10.8–11.3 percent. This unprecedented expansion is fueled by three intersecting forces: the computational demands of generative AI,...