How Much Data Collection Is Too Much? Inside the Murky World of Predictive Analytics

Facebook's Cambridge Analytica scandal shines a light on the practice

Data collection makes the specificity of ads appear creepy. Getty Images

Facebook’s 2.1 billion monthly active users likely had some notion the information they share on the network is mined for ad targeting. However, news of Cambridge Analytica accessing data from the accounts of not just those who downloaded a personality prediction app, but also “friends who had their privacy settings set to allow it,” likely has many of those users pondering data and privacy in the digital era like never before.

This story first appeared in the March 26, 2018, issue of Adweek magazine. Click here to subscribe.
@lisalacy lisa.lacy@adweek.com Lisa Lacy is Adweek's Commerce Editor.