Cambridge Analytics

Cambridge Analytica was a data analysis firm that specialized in using personal information from social media and other sources to create detailed psychological profiles of individuals. These profiles were then used to target tailored political advertisements and influence voter behavior. The company's practices raised significant privacy concerns because they involved collecting and analyzing large amounts of data without explicit consent. The controversy highlighted how data-driven strategies can shape opinion and decision-making, leading to debates about ethics, privacy rights, and the impact of targeted political messaging in democratic processes.