Cambridge Analytica closes down amidst Facebook data use scandals

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Cambridge Analytica claimed that negative coverage from the press was one of the reasons that led to the firm shutting down operations.

About 6 million Pennsylvanians voted in that election, state records show.

The past several weeks have made clear that people want more information about how Facebook (www.Facebook.com) works and the controls they have over their information.

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CA came under fire after reports emerged that it had wrongfully obtained the personal data of roughly 87 million Facebook users.

Cambridge Analytica used this and other data - collected from data brokers and other sources - to fuel its Project Ripon, an effort to win Republican races that was named for the birthplace of the party, Ripon, Wisconsin. Apps and websites that use features such as the Like button or Facebook Analytics send us information (https://bit.ly/2qDLvFm) to make their content and ads better. But a former employee turned whistleblower, Christopher Wylie, alleged this year that the data analysis firm continued to rely on Facebook information despite assuring otherwise.

Though Zuckerberg was slow to address the controversy over Cambridge Analytica's data collection at first, he eventually issued a mea culpa through Facebook, accompanied by a media tour, and this week at the company's F8 developer conference promised to allow users to erase collected data, and prevent marketers from collecting it again in the future.

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Cambridge Analytica announced this week that it was filing for bankruptcy in the wake of allegations it misused data from millions of Facebook users. After this publication Facebook ceased their collaboration with Dr. Kogan and asked him to delete all the data acquired by GSR. Facebook has over 20 crore users in India.

Cambridge Analytica was born of as an American offshoot of London-based SCL Group, whose affiliates had worked in campaigns around the world, including Kenya, Nigeria and India. This does not mean that group targeting was not possible with a sufficient prediction rate for it to be viable: even with a conservative 50% correct prediction outcome on a group size of a couple of hundred can be an important factor when some elections were won by a few hundred votes. The New York Times reported that officials from Cambridge Analytica and SCL have raised the possibility of using Emerdata as a rebranding of Cambridge Analytica by buying the latter's data and intellectual property.

After Trump won the White House in 2016, in part with the firm's help, Cambridge Analytica CEO Alexander Nix went to more clients to pitch his services, the Times reported previous year.

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Cambridge Analytica was created around 2013 initially with a focus on USA elections, with $15 million (roughly Rs. 100 crores) in backing from billionaire Republican donor Robert Mercer and a name chosen by future Trump White House adviser Steve Bannon, the New York Times reported.

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