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YouGov

Company

Runs online opinion polls on a variety of issues internationally. They have pools of people that they ask survey questions, and also pull in data from social media and other sources to help brands understand their image. They are starting to get into the audience segmentation business too. YouGov is quite large and has acquired a number of related companies.
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Cambridge Analytica

Company

A data-driven political marketing company that worked on many different campaigns around the world. Cambridge Analytica uses data from a variety of sources combined with psychological profiles and surveys to target advertisements. It has been at the center of recent scandals due to the misuse of Facebook data when working on the Trump campaign.<br />An undercover investigation revealed that in some cases they may conceal their involvement in elections with front companies/partner companies or use more dubious tactics such as bribery and honey traps. Cambridge Analytica was also working on a cryptocurrency to enable people to sell their data to advertisers.<br />Due to a series of scandals, Cambridge Analytica and many of its associated companies were closed. However, Cambridge Analytica is far from unique and many other companies use similar techniques and data.

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