Cambridge Analytica Closes Down, But Firm Could be Reborn

The offices where Cambridge Analytica is based in central London

The offices where Cambridge Analytica is based in central London

Three-quarters of Facebook users have remained faithful to the platform despite the privacy scandals, according to a Reuters/Ipsos poll. Facebook admitted last month that the data of 87 million users had been improperly shared with the UK-based firm, Cambridge Analytica. According to documents made public on social media in March, SCL India has regional offices in Ahmedabad, Bangalore, Cuttack, Guwahati, Hyderabad, Indore, Kolkata, Patna and Pune. That breaks down as: 18 percent ("I use it less"), 4 percent ("I stopped using it, but I still have an account") and 1 percent ("I've deleted my account").

Cambridge Analytica yesterday said it had been the subject of "numerous unfounded accusations" and had been "vilified" for activities that were both legal and accepted as a "standard component of online advertising in both the political and commercial arenas".

That's the question being tested by the UK's Information Commissioner's Office (ICO), which has demanded that Cambridge Analytica agent SCL Elections Limited hand over everything it has on file for American professor David Carroll.

Sixty-four percent of social media users in the US check Facebook at least once a day (44 percent check continuously throughout the day), according to a poll by Reuters in partnership with marketing analytics firm Ipsos of 2,194 social media users during the last week of April. "Nobody's outraged on a visceral level", Michael Pachter of Wedbush Securities told Reuters. 74% claimed that they were aware of their privacy settings, while 78% understood how to tweak them if need be. Its executives have apologized for the data-harvesting, pledged to investigate others who collected Facebook user data and reduced the amount of data available to similar app developers now.

To add insult to injury, Cambridge Analytica's CEO was in hot water for confessing that their data was indeed used to influence the election and stored on a self-destructing email server. It gathered responses from 2,194 adults, including 1,938 Facebook users, 1,167 Twitter users, and 1,237 Instagram users.

The Angus Reid poll revealed that three-quarters of Canadians would change the way they use Facebook as the scandal continues to unfold.

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