Presentation is about the controversy between Cambridge Analytica and Facebook about data leak and used to influence voters of US elections 2016 and Brexit.

1. CAMBRIDGE ANALYTICA-
FACEBOOK CONTROVERSY
Presented by:
Shikhar Agarwal

2. CONTENTS
1) What is Cambridge Analytica?
2) What is the controversy?
3) What has the organisation done?
4) How has the organisation done it?
5) What facebook is saying?

3. WHAT IS CAMBRIDGE ANALYTICA?
1. Cambridge Analytica (CA) is a British political consulting
firm which combines data mining, data brokerage,
and data analysis with strategic communication for the
electoral process.
2. Headquarters : London.
Other offices in New York and Washington DC.
3. Key People : Robert Mercer (Investor)
Alexander Nix (CEO)

4. WHAT IS THE CONTROVERSY?
Cambridge Analytica
1. influenced behavior of voters in 2016 US
presedential election and
2. helped the ‘Leave’ side in the Brexit referendum.

6. WHAT HAS THE
ORGANISATION DONE?
1. The firm is alleged to gather
data of 50 Millions
Facebook users in order to
predict and influence their
voting preferences.
2. Christopher Wylie is
whistleblower.

7. HOW THE ORGANISATION DONE IT?
• In 2014, CA approaches Dr Aleksandr Kogan to
develop an application , thisisyourdigitallife , to
harvest data of Facebook users and was allegedly
paid $ 800,000 for this.
• Through the App , Kogan gathers personal
information of users and sells it to CA and other
companies.

8. • Kogan’s firm Global Science Research
(GSR) also offered small amount of money
to complete the survey, which provided
Kogan with personal information of more
users.
• This helped GSR build personality and
psychological profiles of millions of people.
• This data was allegedly used by CA to make
political advertisements .

9. • In 2016 US presidential elections , CA
performed a variety of services including
designing target audiences for digital
advertisements, fund raising appeals and
determining where Trump should travel for
campaigning.

11. WHAT FACEBOOK IS SAYING?
“ We have a responsibility to protect your
information . If we can’t , we don’t deserve it.
This was a breach of trust and I’m sorry we didn’t
do more at the time”
-Mark Zuckerberg

12. THANK YOU