On Friday, March 17, 2018, the New York Times and the Observer simultaneously broke the news that years earlier, Facebook had allowed the developer of a personality quiz app to obtain data on tens of millions of users, which that developer then shared with a firm called Cambridge Analytica. Cambridge Analytica retained the data and used it to help build its political consultancy. The company aggregated information from several sources to build personality profiles on people who might be receptive to ads that would help conservatives win elections. Donald Trump’s campaign was a client. The
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