Question

Summarize the article and answer the following questions in your answer:

1. What specific metrics are being used?

2. What value is the company getting from using this data?

Over the past three-plus weeks, the situation has snowballed. Facebook CEO Mark Zuckerberg was in Washington this week to testify before Congress. Meanwhile, the number of accounts affected has risen to 87 million from initial reports of 50 million. Separately, Facebook said it was purging pages linked to a Russian troll farm that's known for creating fake online identities and posting on both sides of politically divisive issues.

Cambridge Analytica reportedly acquired the data in a way that violated the social network's policies. It then reportedly tapped the information to build psychographic profiles of users and their friends, which were used for targeted political ads in the UK's Brexit referendum campaign, as well as by Trump's team during the 2016 US election.

Facebook says it told Cambridge Analytica to delete the data, but reports suggest the info wasn't destroyed. Cambridge Analytica says it complies with the social network's rules, only receives data "obtained legally and fairly," and did wipe out the data Facebook is worried about.

What is Cambridge Analytica?

Cambridge Analytica is a UK-based data analytics firm, whose parent company is Strategic Communication Laboratories. Cambridge Analytica helps political campaigns reach potential voters online. The firm combines data from multiple sources, including online information and polling, to build "profiles" of voters. It then uses computer programs to predict voter behavior, which could be influenced through specialized advertisements aimed at the voters.

Cambridge Analytica isn't working with a small amount of user data. The company says it has "5,000 data points on over 230 million American voters" -- or pretty much all of us, considering there are an estimated 250 million people of voting age in the US.

The company has since faced criticism for what executives, including CEO Alexander Nix, said in a series of undercover videos shot by the UK's Channel 4. In the videos, Nix discussed lies and apparent blackmail he'd perform as part of his efforts to sway elections.

"We have lots of history of things," Nix said in the videos, "I'm just giving you examples of what can be done and what, what has been done."

Nix has since been suspended from his job as CEO. His comments "do not represent the values or operations of the firm and his suspension reflects the seriousness with which we view this violation," the company said in a statement.

What did Cambridge Analytica do?

Facebook said in a statement on March 16 that Cambridge Analytica received user data from Aleksandr Kogan, a lecturer at the University of Cambridge. Kogan reportedly created an app called "thisisyourdigitallife" that ostensibly offered personality predictions to users while calling itself a research tool for psychologists.

The app asked users to log in using their Facebook accounts. As part of the login process, it asked for access to users' Facebook profiles, locations, what they liked on the service, and importantly, their friends' data as well.

The problem, Facebook says, is that Kogan then sent this user data to Cambridge Analytica without user permission, something that's against the social network's rules.

"Although Kogan gained access to this information in a legitimate way and through the proper channels that governed all developers on Facebook at that time, he did not subsequently abide by our rules," Paul Grewal, a vice president and general counsel at Facebook, said in a statement.

Kogan didn't respond to requests for comment. The New York Times said he cited nondisclosure agreements and declined to provide details about what happened, saying his personality prediction program was "a very standard vanilla Facebook app."

A former Cambridge Analytica executive, Brittany Kaiser, said it's possible more people's profiles have been caught up in the scandal than the 87 million Facebook has so far counted. "It is almost certain," she said in a hearing before the UK Parliament's Digital, Culture, Media and Sport (DCMS) committee on April 17.

Answer 1

What specific metrics are being used?

Answer: creating fake online identities and posting on both sides of politically divisive issues.

What value is the company getting from using this data?

Answer:Cambridge Analytica reportedly acquired the data in a way that violated the social network's policies. It then reportedly tapped the information to build psychographic profiles of users and their friends, which were used for targeted political ads in the UK's Brexit referendum campaign.

What is Cambridge Analytica?

Answer: Cambridge Analytica Ltd was a British political consulting firm that combined misappropriation of digital assets, data mining, data brokerage and data analysis with strategic communication during the electoral processes. Cambridge Analytica enables political crusades to arrive at potential voters on the web. The firm joins information from different sources, including on the web data and surveying, to assemble "profiles" of voters.

What did Cambridge Analytica do?

Answer:Facebook said in a statement on March 16 that Cambridge Analytica received user data from Aleksandr Kogan, a lecturer at the University of Cambridge.

"Despite the fact that Kogan accessed this data in an authentic manner and through the best possible channels that administered all designers on Facebook around then, he didn't along these lines keep our standards," Paul Grewal, a VP and general direction at Facebook, said in an announcement.

"A previous Cambridge Analytica official, Brittany Kaiser, said it's conceivable more individuals' profiles have been up to speed in the outrage than the 87 million Facebook has so far tallied. "It is practically sure," she said in a meeting before the UK Parliament's Digital, Culture, Media and Sport (DCMS) board of trustees on April 17".

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