What We Do
Our company, along with 3 million others, advertise on Facebook. We follow the Facebook terms and guidelines for online data collection. We gather insights after we get consent from the user and we only collect public information. None of this information is used to change the results of a political race. We use the data we collect to help companies target customers that are more likely to engage with their brand. Our purpose is to help our clients grow their business. We take new age digital marketing and use it to their benefit.
Cambridge Analytica vs. Traditional
The Cambridge Analytica scandal is a little bit confusing. Keeping away from politics, let’s discuss the difference between what Cambridge Analytica did and normal Facebook ad targeting. What they did is wrong and what most digital marketing firms do is the opposite. Cambridge Analytica collected private data from millions of people on Facebook without consent. They took this data and used it to target voters and consumers. Contrary to this, the data we collect abides by Facebooks guidelines. We use this information to target more concise customers for our clients.
For a brief overview of the scandal, Cambridge Analytica is a British consulting firm that uses data to influence audience behavior. They work with marketing techniques including data mining, data brokerage, and data analysis. Upon research of the Cambridge Analytica scandal, you may have found that it is confusing. In light of this, I’d like to break down what Cambridge Analytica did.
In 2011, Facebook and the US trade commission signed a decree that said Facebook cannot share user data without consent. Sometime in 2014, Cambridge Analytica broke these terms by gathering user information without consent. They created an app called “thisisyourdigitallife”. The app asked for permission to collect the user’s data. When they received consent they collected the data. What the user didn’t’ know is that they also collected data from their friends. This led to about 50 million user’s data being collected without permission.
During the time of the initial scandal, Facebook knew about the data and kept it quiet. Facebook told Cambridge Analytica to stop… but that was it. After this slap on the wrist, Cambridge Analytica kept the data. Later on, they worked with the Trump Campaign which is how this turned into a scandal.