In the wake of Cambridge Analytica, Data & Society Researcher Jacob Metcalf argues that the real risk is the behavioral models that have been developed from Facebook user’s data.
“But focusing solely on the purloined data is a mistake. Much more important are the behavioral models Cambridge Analytica built from the data. Even though the company claims to have deleted the data sets in 2015 in response to Facebook’s demands, those models live on, and can still be used to target highly specific groups of voters with messages designed to leverage their psychological traits. Although the stolen data sets represent a massive collection of individual privacy harms, the models are a collective harm, and far more pernicious.”