Obama operatives used Facebook data to get users to send their messaging for them, according to Eitan Hersh, a Tufts professor who wrote Hacking the Electorate, a book on Obama’s microtargeting strategies.
Facebook friends lists, tags and photos allowed Obama operatives to identify a person’s close friends, which they then matched with offline public records. (Was this person likely to vote for Obama, but unlikely to get out to vote?) They then told the app users which of their friends they should send campaign messages to.
Cambridge Analytica dialed up what Karpf called the creepiness factor. They combined the survey results with the Facebook data to create psychological profiles they then sold to campaigns. The idea was, if the firm could discover how these people thought, they could target ads toward them.
They then sent targeted ads to the users on the database. The friends of the app users weren’t being targeted by their friends, but by the campaign itself. In other words, the consenting middle man was gone.