The Great Hack

Exactly. 563 00:40:30,386 --> 00:40:33,013 The reality is that Facebook knows more about this 564 00:40:33,097 --> 00:40:34,974 than pretty much anyone in the world 565 00:40:35,057 --> 00:40:39,937 because Facebook is the best platform on which to run experiments. 566 00:40:40,020 --> 00:40:41,939 -Yeah, it is. Um, it... 567 00:40:42,022 --> 00:40:44,525 And it actually always gets you the best engagement rates. 568 00:40:44,608 --> 00:40:46,735 We always spend the majority amount of money 569 00:40:46,819 --> 00:40:49,613 on any commercial or political campaign in Facebook. 570 00:40:50,156 --> 00:40:51,866 Always gets the majority of the ad budget. 571 00:40:51,949 --> 00:40:53,617 -It does, it does. -Yep. 572 00:40:55,411 --> 00:40:58,956 There is at least the possibility that the American public 573 00:40:59,039 --> 00:41:01,876 and publics in other countries have been experimented on. 574 00:41:07,423 --> 00:41:09,425 <i> Remember those Facebook quizzes</i> <i>that we used</i> 575 00:41:09,508 --> 00:41:12,678 <i>to form personality models</i> <i>for all voters in the US?</i> 576 00:41:15,556 --> 00:41:19,351 <i>The truth is, we didn't target</i> <i>every American voter equally.</i> 577 00:41:20,519 --> 00:41:22,396 <i>The bulk of our resources</i> 578 00:41:22,480 --> 00:41:26,108 <i>went into targeting those</i> <i>whose minds we thought we could change.</i> 579 00:41:26,901 --> 00:41:29,028 <i>We called them "the persuadables."</i> 580 00:41:31,238 --> 00:41:32,907 <i>They're everywhere in the country,</i> 581 00:41:32,990 --> 00:41:36,619 <i>but the persuadables that mattered</i> <i>were the ones in swing states</i> 582 00:41:36,702 --> 00:41:40,873 <i>like Michigan, Wisconsin,</i> <i>Pennsylvania, and Florida.</i> 583 00:41:44,001 --> 00:41:47,922 <i>Now, each of these states were broken down</i> <i>by precinct.</i> 584 00:41:49,215 --> 00:41:53,093 <i>So, you can say</i> <i>there are 22,000 persuadable voters</i> 585 00:41:53,302 --> 00:41:54,845 <i>in this precinct,</i> 586 00:41:55,971 --> 00:41:59,725 <i>and if we target enough persuadable people</i> <i>in the right precincts,</i> 587 00:41:59,850 --> 00:42:03,479 <i>then those states would turn red</i> <i>instead of blue.</i> 588 00:42:04,980 --> 00:42:07,942 <i>Our creative team designed</i> <i>personalized content</i> 589 00:42:08,025 --> 00:42:09,693 <i>to trigger those individuals.</i> 590 00:42:09,777 --> 00:42:12,029 <i>Terrorists love porous borders.</i> 591 00:42:12,112 --> 00:42:15,324 <i>Widespread gaps</i> <i>in border security allow terrorists...</i> 592 00:42:15,407 --> 00:42:19,745 <i>We bombarded them through blogs,</i> <i>websites, articles, videos, ads,</i> 593 00:42:19,828 --> 00:42:21,664 <i>every platform you can imagine.</i> 594 00:42:22,122 --> 00:42:24,959 <i>Until they saw the world</i> <i>the way we wanted them to.</i> 595 00:42:29,296 --> 00:42:31,590 <i>Until they voted</i> <i>for our candidate.</i> 596 00:42:33,384 --> 00:42:35,010 <i>It's like a boomerang.</i> 597 00:42:35,553 --> 00:42:37,137 <i>You send your data out,</i> 598 00:42:38,138 --> 00:42:39,807 <i>it gets analyzed,</i> 599 00:42:40,224 --> 00:42:43,727 <i>and it comes back at you</i> <i>as targeted messaging</i> 600 00:42:44,311 --> 00:42:46,146 <i>to change your behavior.</i> 601 00:43:02,454 --> 00:43:05,374 DCMS Committee announced the future witnesses 602 00:43:05,457 --> 00:43:07,209 -for a fake news inquiry. -Yes. 603 00:43:07,668 --> 00:43:09,712 -There you are. You're-- -Me. 604 00:43:09,795 --> 00:43:13,090 - You're the day before Alexander. - The former CEO. 605 00:43:13,966 --> 00:43:15,634 He's going the day after me. 606 00:43:16,844 --> 00:43:19,847 Yes. Is it-- Is it all feeling a bit real? 607 00:43:19,930 --> 00:43:21,557 It's really intense. 608 00:43:22,266 --> 00:43:23,642 - It's real. 609 00:43:23,976 --> 00:43:26,437 -And it's big. 610 00:43:39,533 --> 00:43:42,578 <i>The first time</i> <i>I wrote about Cambridge Analytica,</i> 611 00:43:43,037 --> 00:43:45,497 <i>it was December 2016.</i> 612 00:43:47,291 --> 00:43:49,501 <i>I said that they'd worked</i> <i>for the Trump campaign</i> 613 00:43:49,585 --> 00:43:51,587 <i>and for the Brexit campaign.</i> 614 00:43:54,465 --> 00:43:56,300 <i>And I started getting letters</i> <i>from them saying,</i> 615 00:43:56,383 --> 00:43:58,218 <i>"We never worked for the Leave campaign."</i> 616 00:44:02,097 --> 00:44:04,725 <i>And this was baffling</i> <i>because on Leave.EU's website,</i> 617 00:44:04,808 --> 00:44:07,019 <i>it said, "We hired Cambridge Analytica."</i> 618 00:44:08,896 --> 00:44:11,482 <i>There were statements from Alexander Nix</i> <i>about how they worked</i> 619 00:44:11,565 --> 00:44:12,650 <i>for the Leave campaign.</i> 620 00:44:13,484 --> 00:44:17,112 Yeah, I'm a