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Cambridge Analytica Ltd. Cambridge Analytica was established as a subsidiary of the private intelligence company SCL Group that was active in military and political arenas. The men who ran Cambridge Analytica and its parent SCL were described as having close ties to the Conservative Party , royalty, and the British military. The company's owners included several of the Conservative Party's largest donors such as billionaire Vincent Tchenguiz , former British Conservative minister Jonathan Marland, Baron Marland [ 17 ] and the family of American hedge fund manager Robert Mercer.
EU one of the organisations campaigning in the United Kingdom's referendum on European Union membership. CA's role in those campaigns has been controversial and is the subject of ongoing inquiries in both countries. In March , media outlets broke news of Cambridge Analytica's business practices. The New York Times and The Observer reported that the company had acquired and used personal data about Facebook users from an external researcher who had told Facebook he was collecting it for academic purposes.
The personal data of up to 87 million [ 36 ] Facebook users were acquired via the , Facebook users who used a Facebook app created by Alexsandr Kogan called "This Is Your Digital Life".
This was a personality profiling app and asked simple personality questions similar to other Facebook quizzes. Kogan was a scientist and Psychologist, also being an employed lecturer for the University of Cambridge from to Alexander Nix claimed they had close to 5 thousand data points on each person who participated.
They also gathered information through other data brokers ending with them acquiring millions of data points from American citizens. The app developer breached Facebook's terms of service by giving the data to Cambridge Analytica. Publicly, parent company SCL Group called itself a "global election management agency", [ 49 ] Politico reported it was known for involvement "in military disinformation campaigns to social media branding and voter targeting".