In the days and weeks following the 2016 presidential elections, reports surfaced about how a small British political consulting firm, Cambridge Analytica, might have played a pivotal role in Donald Trump’s surprise victory. The company claimed to have formulated algorithms to influence American voters using individually targeted political advertisements. It reportedly generated personality profiles of millions of individual citizens by collecting up to 5000 data points on each person. Then Cambridge Analytica used these “psychographic” tools to send voters carefully crafted online messages about candidates or hot-button political issues….
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