In a follow-up from the Cambridge Analytica files, it appears that Facebook leaking private
data of 50 million American voters to Trump Campaign was neither accidental nor a breach of trust.
Additional revelations confirm that this happens regularly.
New coverage shows that Facebook has no control over the data of its users.
However, what we learn about as scandals are most likely ways things are actually supposed to be.
Mark Zuckerberg built Facebook in a privacy-invasive way intentionally with the aim to turn into
a multi-billion dollar conglomerate.
New leaks by Facebook's former operations manager Sandy Parakilas reveal that the feature
Cambridge Analytica exploited in 2014
was also abused by tens of thousands of other app developers.
Hundreds of millions of Facebook users are likely to have had their private information
harvested by companies that exploited the same terms as the firm that collected data
and passed it on to Cambridge Analytica, according to a new whistleblower.
Parakilas said Facebook had terms of service and settings that "people didn't read
or understand" and the company did not use its enforcement mechanisms, including audits
of external developers, to ensure data was not being misused.
During the time he was at Facebook, Parakilas said the company was keen to encourage more
developers to build apps for its platform and "one of the main ways to get developers
interested in building apps was through offering them access to this data".
Shortly after arriving at the company's Silicon Valley headquarters he was told that
any decision to ban an app required the personal approval of the chief executive, Mark Zuckerberg,
although the policy was later relaxed to make it easier to deal with rogue developers.
"Kogan's app was one of the very last to have access to friend permissions," Parakilas
said, adding that many other similar apps had been harvesting similar quantities of
data for years for commercial purposes.
Academic research from 2010, based on an analysis of 1,800 Facebooks apps, concluded that around
11% of third-party developers requested data belonging to friends of users.
If those figures were extrapolated, tens of thousands of apps, if not more, were likely
to have systematically culled "private and personally identifiable" data belonging
to hundreds of millions of users, Parakilas said.
At this point it is safe to assume that most people on Facebook had their private data
leaked to third parties and are now most likely floating around on the black market ready
to be abused by campaigners, manipulators, hackers or other malicious people.
In the first years of Facebook this appears to have been major
source of platform growth and revenue.
Facebook took a 30% cut of payments made through apps, but in return enabled their creators
to have access to Facebook user data.
Advertisers have been willing to go great lengths to acquire personal and private information
of Facebook users.
Most people outside of the industry, however, are oblivious to the fact how effective an
advertising or a political campaign can be when they hold millions of profiles with private information.
Parakilas estimates that "a majority of Facebook users" could have had their data
harvested by app developers without their knowledge.
The company now has stricter protocols around the degree of access third parties have to data.
In the fallout, Facebook behaves exactly like any
other major tech company that holds users' private data.
They're incentivized to do as little as possible, because as long as they can argue
they didn't know about breaches or leaks of user data, they can get away with it easily.
This is precisely what Mark Zuckerberg and Alexander Nix, the CEO of Cambridge Analytica argue.
That they didn't know data were leaked/acquired improperly.
They both blame Aleksandr Kogan, just some little guy at the bottom of the corporate
food chain who was hired by Wylie and Nix to do exactly what happened.
So why did Facebook all of a sudden terminated a feature that attracted a lot of developers
on the platform and made overall user experience with Facebook rich with content?
Parakilas said he was unsure why Facebook stopped allowing developers to access friends
data around mid-2014, roughly two years after he left the company.
However, he said he believed one reason may have been that Facebook executives were becoming
aware that some of the largest apps were acquiring enormous troves of valuable data.
He recalled conversations with executives who were nervous about the commercial value
of data being passed to other companies.
"They were worried that the large app developers were building their own social graphs, meaning
they could see all the connections between these people," he said.
"They were worried that they were going to build their own social networks."
This seems to be true as far as we replace social for advertising networks.
Zuckerberg definitely feared that Facebook was loosing a lot of money for giving essentially
free access to its pool of private information.
They definitely realized that there is lot to be made in this industry.
So this is when Mark Zuckerberg decided to turn his company from a social media platform
to an advertising network and a data broker.
In February 2013 Facebook announced it would acquire Atlas Advertiser Suite from Microsoft.
Atlas allows advertisers to plan campaigns, buy ads on sites across the web,
and measure their impact.
It can handle search, rich media and in-stream video, and display ads, as well as offer APIs
for programmatic control of big campaigns.
This was a major shift of business strategy for Facebook.
Launching an advertising network like Atlas could help Facebook get ahead of
Google in online advertising.
So offering app developers direct access to its pool of user data was directly counterproductive
to the new strategy of creating their own ad network.
Any of those developers could acquire Facebook data and sell them to the advertisers or launch
their own ad networks.
This was how Facebook could eliminate their competition.
Facebook describes its approach as "people-based marketing," where advertisers can follow
users across devices.
Presumably that means Atlas can tell advertisers if someone saw their ad on, say, their smartphone
and then made a purchase from their laptop, or vice versa.
The blog post doesn't go into much detail about how Facebook is doing this, but the
Journal reported that the platform will be "linking users' ad interactions to their
Facebook accounts," not just on Facebook itself, but on other websites and apps.
Perhaps most importantly, the company says it has improved the platform's cross-device capabilities.
The post points out the limitations in relying on cookies to track users and determine whether
an ad is effective: "Cookies don't work on mobile, are becoming less accurate in demographic
targeting and can't easily or accurately measure the customer purchase funnel across
browsers and devices or into the offline world."
The company also says that it will be able to connect online ad impressions with offline
sales — an area where Facebook has previously been working and developing partnerships.
After Facebook acquired Atlas, Zuckerberg rebuilt it from ground up for smoother implementation
with its immense amount of user data.
They were able to connect online ad impressions to offline purchases in brick-and-mortar stores
two years before Google could offer such a feature to advertisers.
Atlas opens up two new and extremely powerful capabilities for brands and agencies: It lets
them measure ad campaigns across screens by solving the cookie problem; and it lets them
target real people across mobile and the web.
On average, cookies have a 59% tracking success rate, and they overstate frequency by 41%,
according to executives on an Atlas launch panel at Advertising Week.
What's worse, as the internet shifts to mobile, cookies fail to connect users across devices
and do nothing to solve the challenge of mobile conversion tracking.
According to Erik Johnson, managing director of Atlas, 41% of all purchases start on one
device and move to another (typically moving smaller to larger -- phone to tablet or laptop).
It uses Facebook's persistent ID rather than a cookie, allowing Atlas to measure user activity
on mobile and desktop, including mobile conversion and desktop conversion tracking.
Atlas also enables media mix modeling, helping advertisers understand how to allocate their
budgets across devices.
This may have the most impact we've seen in years for solving cross-device reporting and
cross-channel issues, dramatically opening up the mobile market.
Facebook strategy to integrate Atlas into its data advertising network was appraised
by advertisers and data brokers in 2014: While the tracking is fantastic, Facebook's
ability to target real people across devices is even more powerful.
This opens up a tremendous opportunity for brands and their agencies.
Facebook's Audience Network already enables advertisers to find appropriate audiences
on a whole new set of inventory by using signals such as demographic, psychographic and behavioral data.
Now, Atlas gives advertisers access to Facebook's targeting precision across the entire web,
wherever consumers access it.
Facebook is pushing beyond the restrictive label of "social" and rewriting the rules
of the game in digital marketing along the way.
The new Atlas capabilities are a substantial step in t his direction.
If nothing else, it highlights that social is not just a channel.
Rather, social is a fundamentally different way to understand and execute digital marketing.
It is far more about data than platform, and Facebook is making this vision a reality.
Success in digital marketing should be about finding precise consumer audiences and identities,
not abstractions like campaigns and line items.
Atlas is making Facebook more people-focused than ever before, and brands and agencies
would be smart to follow suit.
It's pretty incredible that a 20-something-year-old college drop-out managed to come up with such
an impressive strategic thinking.
This is what sets Facebook apart from other social media: it is its ability to track people
on the Internet and even in the real world, across devices, platforms, and with no boundaries.
Zuckerberg's coding determination created one of the most attractive advertising and
tracking tools that is now exploited by manipulative campaigns, advertisers, and governments worldwide.
Despite being well over a decade younger than its competitors like Google or Yahoo, Zuckerberg
was able to create a monster that is literally everywhere and silently watches and records
everyone's move anywhere they go.
One question that remains unanswered is why did Facebook delete Cambridge Analytica app
after the whistleblower breakout in March 2018, more than two years after it terminated
the data harvesting feature for all the other apps?
Facebook clearly didn't like how Cambridge Analytica accessed the data of 50 million
users when they found out about it almost immediately after it happened in 2014.
Facebook even asked Cambridge Analytica to delete all Facebook data but they never enforced
it.
What motivation did Mark Zuckerberg have to not use the power of his multi-billion dollar
global conglomerate against one data firm?
Zuckerberg's apology is anything but sincere.
He knew what was happening, he was aware everything was going by design, and he decided to keep
quiet about it.
This is another major case since the Snowden leaks of how abusive companies are with people's privacy.
Things would have continued uninterruptedly if it wasn't for the current public outrage
and the sort of fake outrage by the mainstream media.
Because established outlets are so motivated to push the Russia gate narrative.
They push Facebook into the corner not because of how abusive and intrusive Mark Zuckerberg's
company fundamentally is, but because he was cooperating in manipulation and intrusion
with the wrong political campaign.
The problem is that because much of this coverage is politically driven, as soon as seats in
the government are switched between the right people, the outrage will fade out and Facebook
with its advertising and campaign partners like Cambridge Analytica will resume their
intended strategy.
This is where Channel 4 news otherwise excellent coverage loses a lot of its credibility.
They shouldn't have used this scandal to give Hillary a platform to portray herself as a scapegoat.
Hillary Clinton is just as a puppet of her campaign team, Wall Street, military
industrial complex, and oil donors and lobbyists.
She had all media, economic, and political establishment on her side and her campaign
team rigged Democratic Party primaries against Bernie Sanders.
If anyone deserved a voice, it should have been Bernie because he was the one that tried
to win the argument through reason and not manipulation and emotion.
So you knew Cambridge Analytica was behind the leak.
You knew they were going to use the data for a political campaign in 2014 and you could
have done everything to stop it yet you decided to do nothing.
You know the ones who created Cambridge Analyitica monstrosity are Christopher Wylie and Alexander Nix.
And you dare to blame this nerd?
I mean sure he should have exhibited some level of ethical codex since he was an academic
at the time.
But since when do we blame soldiers for being sent to wars declared by their commanders?
The blame is on you, Mr Zuckerberg, Christopher Wylie, and Alexander Nix.
You are the puppet masters.
Mark Zuckerberg, you created this monster that you now can't even control.
And you did this with an intention.
Now you have the power to decide the results of every election in the world.
Live with that.
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