Cambridge Analytica is currently facing allegations it ran analysis on 50-million illegally-obtained Facebook profiles to influence Donald Trump's US election win in 2016. Reports from the United States suggest the firm, which was hired by the Trump campaign, used the data to design software to predict and influence voters' choices at the ballot box
The Facebook scandal
Source: AAP
Data mining firm Cambridge Analytica uses what it calls "behavioural microtargeting" -- combining analysis of people's personalities with demographics -- to predict and influence mass behaviour.
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