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Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy, by Cathy O'Neil

This establishes a powerful basis for legitimate ad campaigns, but it also fuels their predatory cousins:

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Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy

Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy

by Cathy O'Neil

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