Facebook is losing control of the narrative — and maybe the platform

The longer you consider Facebook’s Cambridge Analytica scandal, the stranger it seems. The basic details of the story, in which a researcher improperly gave away data to the company that became Donald Trump’s data operations team in 2016, have been known for two years. The effectiveness of Cambridge Analytica’s psychographic targeting, which attempted to influence voters by mapping out their Facebook Likes, is highly suspect and likely overstated. The eye-popping number of Facebook profiles said to be involved — 50 million — may turn out to be marketing hype for a company that excels at it.

https://www.theverge.com