In March 2018, an investigation by The Guardian and The New York Times revealed one of the most serious technological scandals of the decade: consultancy firm Cambridge Analytica had illegally obtained the personal data of up to 87 million users through Facebook. The data leak originated from an application called “This is your digital life”, a seemingly harmless online personality test which the consultancy firm used to search for and establish socio-political profiles thanks to Big Data, therefore predicting and influencing election results.
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