Put simply, the data people provide allows the company to serve more specific ads, allowing advertisers to create tailored campaigns in order to drive sales.
The market research comes as Facebook has come under fire recently for allowing users' private data to be shared with Cambridge Analytica, a political research firm. The company said it would carry out an investigation whether the company had, in fact, engaged in any wrongdoing with regard to information pulled from Facebook accounts.
Cambridge Analytica announced Wednesday that it plans to file for bankruptcy in Britain and the USA, saying negative publicity surrounding allegations that it improperly harvested data from millions of Facebook users drove potential clients away.
New reports released on Facebook's data breach reveal that one-fifth of DE residents may have had their data exposed, while almost a quarter of Pennsylvanians had their data shared with third parties.
In the past, Cambridge Analytica responses have been "cryptic and evasive", according to the government.
Mostly sunny, high near 82 — TODAY'S FORECAST
High temperatures Wednesday are expected to top 80 degrees in MA , according to the National Weather Service . Another warm day in the 80s expected Thursday, although, we introduce the isolated chance for a thunderstorm.
"Over the past several months, Cambridge Analytica has been the subject of numerous unfounded accusations", the statement reads. "As a result, it has been determined that it is no longer viable to continue operating the business".
Collins is set to testify via videolink as part of Canada's investigation into Cambridge Analytica and Facebook later Thursday. The elections division of Cambridge's British affiliate, SCL Group, will also shut down. As Wired reports, one source says the employees in the company's NY offices were told to pack up and leave immediately without being offered information on how they'll be compensated moving forward.
Wednesday afternoon, in a report from Gizmodo, SCL Group chairman Julian Wheatland, who was reportedly tapped to take over as Cambridge's next CEO, reportedly said both companies would be shutting down.
The source says there was a feeling of "just shock" in the room. Reports indicate that the last date for the companies to respond is May 10. The data firm worked on Donald Trump's 2016 presidential campaign, as well as the 2016 presidential campaigns of Ben Carson and Senator Ted Cruz. Zuckerberg used his keynote to introduce Clear History, a forthcoming addition to Facebook that will let you clear info about apps and websites you interact with, similar to clear out cookies from a Web browser. Kogan sold that data to the firm to develop "psychographic profiles" of American voters. Other Pew research tells a different story: While most deem Facebook's business model unacceptable, another study from the center shows that 68% of adults in the US use Facebook.