In 2016, Donald Trump shocked the world with his technical win based on the electoral college, not the popular vote. He had engaged data analytics companies to create a marketing campaign unlike anything the world had seen before. Using a loophole in Facebook, his controversial data marketing team at Cambridge Analytica were able to piece together vast amounts of data about voters and then deliver uniquely targeted campaigns to each voter based specifically on their existing views. For people who cared about guns, he ran ads about how his opponent was anti‐guns. For people who loved Hillary's
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