# Micro-targeting allows for the rewriting of public opinion The British consulting firm [Cambrdige Analytica](https://en.wikipedia.org/wiki/Facebook%E2%80%93Cambridge_Analytica_data_scandal) (CA), now infamous for the [Facebook–Cambridge Analytica data scandal](https://en.wikipedia.org/wiki/Facebook%E2%80%93Cambridge_Analytica_data_scandal#Facebook_and_other_companies), used mass micro-targeting to help the Ted Cruz and Donald Trump 2016 political campaigns (see [[Filters of the media]]). CA collected a lot of data from Facebook but also other source, such as communication companies, commercial providers and public data, and compiled all of it into a massive database. Then, CA used this data to either foster insecurity or generate anger among specific targets, such as involuntarily celibates or racist people, through micro-targeting. They sent messages to this audience which were tailored to sway their opinion on political causes, such as immigration. They also created fake Facebook groups, which would get recommended to the targets and transform into echo chambers (see [[Clickbait is a necessary evil]]). How can we oppose this blatant misuse of user data? I believe a good first step is to better inform the general population about why privacy matters and how to protect yourself. --- ## 📚 References - Suchanek, Fabian M. [Security-Microtargeting - PowerLine Presentation](https://suchanek.name/work/teaching/topics/security/security-microtargeting/).