When you ask Vocativ Founder, Mati Kochavi, what's trending on the Web, the Israeli entrepreneur is sure to give you an interesting answer.

In Kochavi's world, what's trending comes from the "un-indexed" part of the Web, or what he calls the "deep Web," which is unreachable by Google - it's also the news that "falls off the radar."

"We're trying to revolutionize the business of journalism," Kochavi told Adam Johnson on Bloomberg Television's "Street Smart." 

"What's the biggest thing happening in the world?" he asked. "We live in a social media world, which means that right now we have hundreds of millions of people who influence our lives - it's not only the politicians, it's not only the business people, so our vision is to look at the hundreds of millions of people and look at what they care about and what are their hopes." 

While Vocativ is being compared to the likes of VICE and BuzzFeed, its formula involving "programming and methodology," is generating more buzz than the content itself.

Sometimes it just takes a small village and in their case, it's Vocativ's team of around 50 journalists in the New York bureau (there are five other small bureaus in Moscow, Delhi, Istanbul, Beirut and Mexico City and plans to open more) who work with "data ninjas," a half dozen analysts and data scientists who come from the tech industry, the military and Wall Street, as they mine the un-Googleable 'deep Web' using a proprietary technology called Open Mind, The New York Observer reports.

"The technology can see what Google is not structured to see, what the search engines and spiders are not structured to see," said Vocativ's CEO Scott Cohen. "By honing into open social media posts, public records, databases, etc., we can get a real sense for the conversation that's bubbling beneath the surface. The idea is to have that bottom-up approach."

Kochavi told Mashable that he first came up with the idea after watching coverage of the financial meltdown in the United States and the wave of pro-democracy protests throughout the Middle East.

"I was surprised that journalism wasn't able to find it before it happened," Kochavi said in an interview with Mashable. "That was something that very much intrigued my mind and made me think, 'Why can't we as humans see big things before they happen?'"

Kochavi also runs, 3i-Mind, a company that develops software to help governments and law enforcement officials analyze Web data to spot trends, which Vocativ's technology was modeled after.

"We live in a world of social media, which is shifting a lot of the power, and it's shifting it to a generation which is a very smart generation," Kochavi said. "The generation with social media tools has the power to organize events and politics in our life; they were also the forces that shaped the events in the Middle East."