It's amazing how large brands like Uber aren't tracking actual performance. There's "metrics" and then there's actual results. I worked at an ad agency on the HBO account and was shocked at how basic their digital team and our agency team was.
I noticed that share buttons like sharethis and addthis do it also. I bet if you look deep into their privacy policy (which no one does) it'll vaguely mention their data acquisition and "monetization" usage.