
Alexander Nix, chief executive of Cambridge Analytica, at the Concordia Summit for public-private business partnerships in New York in September. The firm claimed to have developed psychographic profiles that could predict the political leanings of every American adult.
This isn't particularly shocking. In 2012, The Guardian reported that President Obama's reelection team was "building a vast digital data operation that for the first time combines a unified database on millions of Americans with the power of Facebook to target individual voters to a degree never achieved before."
What, exactly, would Obama be doing? According to The Guardian, Obama's new database would be gathered by asking individual volunteers to log into Obama's reelection site using their Facebook credentials. "Consciously or otherwise," The Guardian states, "the individual volunteer will be injecting all the information they store publicly on their Facebook page - home location, date of birth, interests and, crucially, network of friends - directly into the central Obama database."















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