![]() ![]() ![]() Cambridge Analytica helps political campaigns reach potential voters online. Cambridge Analytica says it complies with the social network's rules, only receives data "obtained legally and fairly," and did wipe out the data Facebook is worried about.Ĭambridge Analytica is a UK-based data analytics firm, whose parent company is Strategic Communication Laboratories. It then reportedly tapped the information to build psychographic profiles of users and their friends, which were used for targeted political ads in the UK's Brexit referendum campaign, as well as by Trump's team during the 2016 US election.įacebook says it told Cambridge Analytica to delete the data, but reports suggest the info wasn't destroyed. Separately, Facebook said it was purging pages linked to a Russian troll farm that's known for creating fake online identities and posting on both sides of politically divisive issues.Ĭambridge Analytica reportedly acquired the data in a way that violated the social network's policies. Meanwhile, the number of accounts affected has risen to 87 million from initial reports of 50 million. Facebook CEO Mark Zuckerberg was in Washington this week to testify before Congress. Over the past three-plus weeks, the situation has snowballed. Facebook said it was investigating the reports, which involved data consultancy Cambridge Analytica. Last month, The New York Times and the UK's Guardian and Observer newspapers broke news the social networking giant was duped by researchers, who reportedly gained access to the data of millions of Facebook users and then may have misused it for political ads during the 2016 US presidential election. Consultants working for Donald Trump's presidential campaign exploited the personal Facebook data of millions. ![]()
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