In 2014, Cambridge academic Aleksandr Kogan built a digital personality quiz called 'thisisyourdigitallife', installed by roughly 270,000 Facebook users. Exploiting Facebook's Open Graph API permissions, the application silently scraped the private profile details, locations, and friend lists of over 87 million non-consenting users. The data was illicitly transferred to voter-profiling firm Cambridge Analytica to build psychographic profiles for the 2016 US presidential campaign and Brexit referendum. When Facebook discovered the leak in 2015, it quietly asked the firm to delete the data on an honor system without informing users, leading to a record $5 billion FTC fine in 2019.
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Archive Record · 2010s
Cambridge Analytica Harvested 87 Million Facebook Profiles Through a Rogue Personality Quiz
Facebook & Cambridge Analytica / 2010s
In 2014, Cambridge academic Aleksandr Kogan built a digital personality quiz called 'thisisyourdigitallife', installed by roughly 270,000 Facebook users. Exploiting Facebook's Open Graph API permissions, the application silently scraped the private profile details, locations, and friend lists of over 87 million non-consenting users. The data was illicitly transferred to voter-profiling firm Cambridge Analytica to build psychographic profiles for the 2016 US presidential campaign and Brexit referendum. When Facebook discovered the leak in 2015, it quietly asked the firm to delete the data on an honor system without informing users, leading to a record $5 billion FTC fine in 2019.
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