Using data mined from the Facebook accounts of millions of Americans, Cambridge Analytica, a data firm that worked on Brexit and the Trump campaign, created a “psychographic profile” of voters ahead of the 2016 election. The company used behavioral microtargeting to deliver specific pro-Trump messages that resonated with specific voters for highly personal reasons.31 With knowledge of 150 likes, their model could predict someone’s personality better than their spouse. With 300, it understood you better than yourself.32
