How the Facebook targeting model worked

WASHINGTON • The researcher whose work is at the centre of the Facebook-Cambridge Analytica data scandal has revealed that the method he used for targeted political advertising worked in a similar way to how Netflix recommends movies.

Cambridge University scholar Aleksandr Kogan told Associate Professor Matthew Hindman, who teaches media and public affairs at George Washington University, that the method was as accurate as established voter-targeting methods based on demographics like race, age and gender.

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A version of this article appeared in the print edition of The Sunday Times on April 01, 2018, with the headline 'How the Facebook targeting model worked'. Print Edition | Subscribe