The data company linked to Donald Trump’s campaign and the Brexit leave side scooped up millions of Facebook profiles belonging to US voters in one of the biggest hacks ever on the social network, then used that info to create software aimed at predicting and swaying votes.
A whistleblower spoke to the Observer revealing how Cambridge Analytica – owned by hedge fund billionaire Robert Mercer and led back then by Trump adviser Steve Bannon – grabbed personal data without permission early in 2014. They built a system profiling individual US voters so they could target them with tailored political ads.
Christopher Wylie, who worked alongside a Cambridge University researcher to get the data, told the Observer: “We exploited Facebook to harvest millions of people’s profiles. And built models to exploit what we knew about them and target their inner demons. That was the basis the entire company was built on.”
Documents seen by the Observer, backed up by a statement from Facebook, show that by late 2015, Cambridge Analytica realized this was a huge haul of information. Still, they didn’t inform users at that point and only took limited action to retrieve and protect private details for over 50 million people.
Profile Cambridge Analytica: the key players Show
Alexander Nix, CEO
A graduate from Manchester University with an Old Etonian background, Nix, 42, started as a financial analyst in Mexico and the UK before joining SCL Communications in 2003. He took charge of their election work from 2007 onwards and says he’s been involved with over 260 campaigns worldwide. He launched Cambridge Analytica for US operations with backing from Robert Mercer.
Aleksandr Kogan, data miner
Kogan grew up partly in Moldova and Moscow until age seven before moving with his family to America where he became a citizen. He studied at UC Berkeley and earned a Ph D at Hong Kong University before becoming a psychology lecturer at Cambridge specializing in social media psychometrics. He formed Global Science Research (GSR) which handled CA’s data collection. While at Cambridge he also worked at St Petersburg State University and got research grants from Russia. After marrying he changed his name to Spectre but later switched back to Kogan.
Steve Bannon, former board member
Bannon moved from investment banking into leading far-right media as head of Breitbart when he met Wylie and Nix. He pushed Robert Mercer into funding political data research through CA. In August 2016 he became Trump’s campaign CEO and urged him toward populist economic nationalism-the platform that got Trump elected. Bannon then served as White House chief strategist but fell out with Trump by August 2017.
Robert Mercer, investor
Mercer is a computer scientist turned billionaire hedge fund manager who became one of Republican politics’ biggest donors using his wealth for conservative causes. An AI specialist made rich via Renaissance Technologies trading firm; he built around $60m through offshore investments avoiding US taxes.
Rebekah Mercer, investor
The middle daughter among three Mercers holds a math degree from Stanford and formerly traded professionally but mainly wields influence through her father’s money as head of their family foundation supporting right-wing groups like Breitbart and Bannon plus pouring big sums into Trump’s campaign.
Thank you for your feedback.
The New York Times reported some harvested data copies were still online; their team saw raw files firsthand.
This info was collected using an app called thisisyourdigitallife created by Aleksandr Kogan outside his university role. Through Global Science Research working with CA hundreds of thousands took personality quizzes getting paid while agreeing their info would be used academically.
But that app also grabbed friends’ Facebook info without consent creating tens of millions profiles-way beyond what Facebook’s policies allowed since friend data should only enhance app experience not be sold or used for ads. This massive harvesting raised tough questions about Facebook’s role during U. S election targeting right after indictments accused Russians using its platform for “information warfare”.
Both CA & Facebook are under investigation by UK’s Information Commissioner’s Office regarding politics-related use of personal data; meanwhile Electoral Commission looks into CA’s part in Brexit referendum too.
Elizabeth Denham from ICO said: “We’re digging into how Facebook data might’ve been illegally obtained & used.. This is part our bigger probe on political parties’, campaigns’, analytics firms’, & social platforms’ use & analysis personal info for voter micro-targeting.”
Four days after this story request but two years post breach report -Facebook suspended both Cambridge Analytica & Kogan pending further checks over possible misuse while warning The Observer against what it called “false defamatory” claims reserving legal rights.
Key Trump adviser Steve Bannon Photograph: Alain Robert/Sipa/Rex/Shutterstock
The news caused public outrage-Massachusetts AG Maura Healey said state would open its own probe demanding swift answers from both firms via Twitter.
Democratic senator Mark Warner stressed this massive scale targeting shows Congress must tighten rules. He proposed Honest Ads Act regulating online political ads like TV/radio/print because “This story shows online ad market is basically Wild West-allowing Russians buying ads or sneaky micro-targeting based on stolen user info means left unchecked deception & lack transparency will continue.”
Last month both Facebook & CA CEO Alexander Nix denied having or using private FB data when questioned during UK fake news inquiry:
Simon Milner (Facebook UK policy director) told MPs: “They may have lots of data but not FB user data-it might be stuff about FB users gathered themselves but not provided by us.”
CA CEO Alexander Nix claimed: “We do not work with FB data nor have it.”
Wylie-a Canadian analytics pro who helped develop this scheme-shared evidence raising doubts about those claims showing emails/contracts/invoices/bank transfers proving over 50 million mostly registered US voter profiles were taken -one largest FB breaches ever. His files were given National Crime Agency cyber unit plus ICO. Facebook also barred Wylie access during investigation despite him being whistleblower.
At breach time Wylie worked at CA but Fb said he was representing Eunoia Technologies which he founded after leaving CA late 2014.
Included documents show FB lawyers wrote him Aug ’16 asking all GSR-collected data destroyed since GSR wasn’t allowed share/sell it – just months after Guardian first exposed breach days before official word came Bannon would run Trump’s campaign bringing CA along.
“Because this data was obtained and used without permission.. it cannot be used legitimately going forward & must be deleted immediately,” letter stated.
Wylie said Fb never followed up when letter ignored due travel nor checked his devices/data storage:
“That struck me as unbelievable. They waited two years doing nothing except asking me tick box on form return it.”
Paul-Olivier Dehaye (data privacy expert leading investigations) commented: “Facebook kept denying everything. Misled parliament + congress investigators. Failed legal duties. Responsibility required notifying regulators + individuals breached yet failed repeatedly showing transparency.”
double quotation mark We exploited Facebook to harvest millions of profiles. And built models to exploit that and target their inner demons Christopher Wylie
A lot American states require notification if breaches happen including California where Fb operates. Cambridge denies mass profile harvesting counts as breach saying Kogan accessed info legitimately per rules but broke them passing it onto others. Facebook removed app ’15 making everyone certify destruction though letter went out only mid ’16. Paul Grewal VP declared company committed enforcing policies protecting people’s info investigating incomplete deletions found recently.
Kogan had Russian university ties/unreported grants held licence collecting fb profile info solely academic purposes so commercial collecting violated terms. He insists all legal claiming close cooperation w/FB who authorized apps.
Quick Guide How the Cambridge Analytica story unfolded Show
In Dec ‘16 reporter Carole Cadwalladr stumbled upon secretive firm Cambridge Analytica whose odd name hid shady past. She found links between billionaire Mercer funding US election efforts including Brexit moves.
Initial reporting hinted possible Data Protection Act violations prompting Electoral Commission+ICO probes ongoing examining CA’s role+data usage. Because covering tricky dark tactics Cadwalladr faced attacks online/professionally including Leave. EU tweeting fake violent clip, Russian embassy labeling her journalism bad.
Yet growing trust let whistleblowers come forward confident she’d tell stories clearly building contacts across ex-employees academics lawyers worried democracy threatened by these tactics.
CA now under special prosecutor Mueller probe re Trump election involvement. UK investigations keep going.
Thank you for your feedback.
The Observer uncovered June ’14 contract confirming SCL affiliate agreed deal with GSR focused entirely on harvesting fb profiles. CA spent nearly $1m gathering over 50 million matched electoral roll profiles combining test results+fb info building algorithm analyzing fb traits predicting voting behavior. The combo created strong tool letting campaigns spot swing voters tailoring messages likely effective.
“The ultimate product…creating ‘gold standard’ understanding personality fb profile,” contract says promising database covering two million matched across eleven states expandable further.
Key players
This number hit roughly third active North American Fb users nearly quarter potential voters. Yet asked if any GSR sourced content reached firm, Nix replied dismissively denying usage calling research fruitless insisting no such use happened. CA said contract demanded informed consent gathered explaining no reason doubt compliance claiming GSR led reputable academic signed agreements licensing legally valid. No known term breaches confirmed assured deletion. All denied use in ‘16 presidential race.
Bannon lawyer declined comment saying client unaware reacting newly surfaced claims directing inquiries back Nix.
The Observer
The Observer is world oldest Sunday paper founded1791 published Guardian News&Media editorially independent.
Source link
