This document discusses the Facebook-Cambridge Analytica data scandal. It provides background on how Cambridge Analytica, a political consulting firm, was able to access the personal data of millions of Facebook users in 2014 through an app called "This Is Your Digital Life." This data was then used without consent to develop "psychographic" profiles of users to target political advertisements, including in support of Donald Trump's 2016 presidential campaign. The document also notes the $70 billion drop in Facebook's market value in the aftermath of the scandal and explains why political groups use data from companies like Cambridge Analytica.

1. Facebook & Cambridge
Analytica Scandal

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4. $70
Billion
Whoa! That’s a big number, isn’t it surprising?
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5. Why are
people angry
with
Facebook ?
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6. Cambridge Analytica
▪ A British political consulting firm
▪ specializes in “psychographic” profiling
▪ involves tracking the preferences of each user &
▪ targeting them with specific messages which appeals
to their individual profiles.
▪ In June 2016, the Trump campaign hired Cambridge
Analytica to take over its data operations. 6

7. Why need these
companies?
▪ Designing target audience for digital advertisements
▪ Fund raising appeals
▪ Where to hold rallies?
▪ Which states to focus on?
▪ How to communicate with supporters, undecided
voters and non supporters? 7

8. For its alleged role in influencing
behavior of voters in the 2016
presidential election campaign.
The organization
has been drawing
a flak
For helping ‘Leave’ side in the
Brexit referendum
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“through the use of unauthorized data
obtained from Facebook”

9. Place your screenshot here
Aleksandr Kogan, a
Russian-American
academic at Cambridge
University.
App “thisismydigitallife,”
was a personality quiz
Facebook users could
take.
Got permission to pull
the data only for
academic purposes, not
for commercial purposes. 9

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However, to take the quiz, users had to consent to give the app access to their
and their friends’ Facebook profiles.

11. 2,70,000 users
App was successful
100%Total success!
5,00,00,000 users
Kogan ended up getting access
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12. Thanks!
Any questions?
You can find me at
@username
user@mail.me
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