a data firm, cambridge an lit ka. data up to 80,000 users to be precise, collected before the election that research went on to help the trump campaign better target voters online. personality quizes, we have all seen them on facebook. they got them through a personality quiz app taken by 300,000 users. . took data like your music preferences, gender, demographic, marital statics, likes. that gave the researcher access to our data and our friends data. this methodology was completely permissible at the time until facebook restricted access in 2015 with privacy settings that allowed developers more access to our information. these are ethical debates