User:Natasha.Holdt/Facebook–Cambridge Analytica data scandal

Edits to the Characteristics of the Data section of Facebook–Cambridge Analytica data scandal

The Guardian reported that Cambridge Analytica used the data as a training set to build the algorithm. Users took 120 question personality tests, and the results of those, including information such as Facebook likes were used with general Facebook data to predict a user’s personality. With this algorithm, Cambridge Analytica targeted certain ads at specific personality types. Most ads went towards users labeled as “Persuadables,” who were believed to be the users who were most easy to convince.

Edits to the Responses section of Facebook–Cambridge Analytica data scandal

Zuckerberg/Facebook Response

On March 6th 2019, Mark Zuckerberg released a statement on Facebook regarding future aspirations for a more privacy-focused platform. Acknowledging Facebook’s recent tainted reputation for providing privacy protective services, Zuckerberg explained that the company will consult individuals and entities from all over the globe when moving forward with rebuilding their services. This rebuilding strives to make Facebook a more privacy-focused messaging and social media platform based on the core principles of private interactions, encryption, reducing permanence, safety, interoperability, and secure data storage. Zuckerberg referenced a specific plan for more secure and private communication by incorporating end-to-end encryption, preventing anyone from accessing the information shared by users. Additionally, the Facebook CEO also presented the idea that stored information would be retained and accessible for more limited and reduced lengths of time.

Edits to the Use of Data section of Facebook–Cambridge Analytica data scandal

Trump Campaign Usage

Trump’s 2016 presidential campaign utilized the harvested data to build psychographic profiles, determining users' personality traits based on their Facebook activity. The campaign team used this information as a micro-targeting technique, displaying customized messages about Trump to different US voters on various digital platforms. Ads were segmented into different categories, mainly based on whether individuals were Trump supporters or potential swing votes. Supporters of Trump received triumphant visuals of him, as well as information regarding polling stations. Swing voters were instead often shown images of Trump’s more notable supporters, and negative graphics or ideas about his opponent, Hillary Clinton.

Edits to Use of the Data

In 2016, Ted Cruz hired Cambridge Analytica to aid his presidential Campaign. The Federal Election Commission reported that Cruz paid the company $5.8 million in services. Although the British Company was not well-known at the time, this is when it started to create individual psychographic profiles. This data then was used to create tailored advertisements for each person to sway them into voting for Cruz.

After Ted Cruz dropped out of the presidential campaign, Cambridge Analytica started to work for the Donald Trump Presidential Campaign in June of 2016. The company had different goals to help Trump’s political campaign using the data that they already had in hand. Rather than focusing on personality profiles, their goals were to increase online fundraising, target swing states, and encourage as many people as possible to go out and vote.

Edits to Use of the Data

In 2018, the British Parliament questioned SCL director Alexander Nix in a hearing about Cambridge Analytica’s connections with Russian oil company, Lukoil. Nix denied any connections between the two companies despite concerns that the oil company was interested in how the company's data was used to target American voters. Cambridge Analytica had become a point of focus in politics since its involvement in the Trump campaign at this point. Democratic officials made it a point of emphasis for improved investigation over concerns of Russian ties with Cambridge Analytica. It was later confirmed by Christopher Wylie that Lukoil was interested in the company’s data regarding political targeting.

Edits to the Testimony to Congress  section of Facebook–Cambridge Analytica data scandal

Zuckerberg revealed that the Federal Trade Commission was not informed of the breach in data. They conducted a private investigation on the data scandal. As a result, on July 24, 2019, the FTC fined the company $5 billion, the largest FTC fine on a company ever,  as a warning of their lack of accountability and transparency with users’ data.