Case study on Facebook privacy breach

1. Facebook’s Privacy
Breach
Presented By,
1. ArchanaRawat
2. Manisha Rani
3. Suriyanarayanan
4. YuvrajPratap Singh

2. Case Overview
Allowed data transit
for 3rd party app
without explaining
the users.
ZUCKERBERG FB
OWNER
ALEKSANDR KOGAN
RESEARCHER
“This is your digital life”
APP creator
Knows about data and worked
as a consultant of CA during
Trump’s campaign.
CHRISTOPHER WYLIE
Privacy rights threatened by
Cambridge Analytica
“grossly unethical
experiments”.
Created strategies and
messaging for campaign
CAMBRIDGE ANALYTICA
British political consulting firm
data mining, data brokerage
and data analysis.
87 million fb users were
acquired via the 270000 fb
users who used “This Is Your
Digital Life”.

3. Facebook'
Timeline

4. Facebook'
Timeline

5. Facebook'
Timeline

6. How
doesFacebook
Operates?
Startedwith
Notable Acquisitions + 84 more
FB Profiles Composed of
Pages
Groups
Individual
Vendors Composed of
3rd PartyApp
Developers
DataBrokers Advertisers
Do youknow?
As of 2018,
5NewProfiles/second
510,000comments
293,000Statues/min
300MillionPhotos/day
46,740Instagramphotos/min

7. How
doesFacebook
Operates?
More than50,000UserAttributes
• 3rdParty AppDevelopers –provideservice through Facebook’s Apps
• Ex. CandyCrush,Waze,MapMyRun,Causes….
• By subscribing –Users give permission to their
personal data
• Data Brokers collect data fromPublic Records, Store Loyalty memberships, Browser Cookies,
andSurveys.
• Majorpartnership– Acxiom, Experian
• DataBrokersarenotdirectlyinvolvedin theconsumptionofFBApp.
• Advertisers – direct contact with Facebook andUsers
• Individuals,SmallBusiness,LargeMultinationalCompanies
• Forpromotingtheirproductsorservices,by givingdiscountcoupons
• Or,bysponsorAds
• User data forms
• UserCreated
• AttributesofContent
• All the user data areencoded in the form
of Social Chart,
• Nodes,
• Edges

8. Cambridge
Analytica
Founded
in 2013
Parent company:
Strategic
communications
laboratories(SCL
group)
Research, marketing
and consulting
services to
government,
militaries and
companies.
In 2013, Steve
Bannon met Wylie
and was impressed
by his idea to
manipulate
people's’ political
view.
Bannon looked for
sponsor to his
initiative to influence
voters during the UK’s
Brexit referendum and
2016 US elections.

9. • Alexander Kogan developed app ‘This is your digital life’. And this was used to collect
information of Facebook users’ who all agreed to take the survey.
• He provided the app to Cambridge Analytica.
• Cambridge Analytica gave consent process for research that information of Facebook
users’ used for academic process only.
• What went wrong? Where 305000 users’ installed the app, the personal
information of 87 million users’ were been prone. And in this way Cambridge Analytica
acquired data from millions of Facebook users.
• Because Kogan also captured data of friend of friends.
When Facebook cameinto picture?
‘Thisis yourdigital life’app

10. How was
Kogan’s
collected Data
Used?
1. Algorithm was developed for sending targeted advertisements to Facebook
users’ based on their scores on the ‘OCEAN’ test. Test of 5 personality traits:
openness, conscientiousness, extraversion, agreeableness and neuroticism.
2. Personalized ads send based on correlation of users’ data with personality
traits to influence voters to favour a particular political viewpoint.

11. Challenges for
Facebook
After the Facebook privacy
breach, Mark Zuckerberg faced major
challenge in balancing two competitive
priorities:
• Look into profitability and thus
meeting the expectations of
shareholder.
• Minimizing the risk in company’s
operations after Facebook breach

12. Response of Facebook
• Mark Zuckerberg wrote 752 page response
document.
• In its defence, Facebook made statement that
Kogan took users’ permission before collecting
data, thus there was no data breach.
Response of Cambridge Analytica
• Strongly denied all claims.
• Cambridge Analytica continued to deny the
accusations of using psychometrics in US
elections but later it was found that company
received $6 million from Trump’s campaign
and $16 million from other groups.
Responses !

13. Facebook’s
Testimony before
U.S Senate
• Zuckerberg “for the first 10 or 12 years of the company I viewed our
responsibility as primarily building tools that if we could put those
tools in people's hands then that would empower people to do good
things….
• Congressman Paul D, Tonko argued that “87 million accounts
extracted are just the beginning with likely dozens of other third
parties that have accessed this information”.
• In defence of Zuckerberg republican pointed out that it was not new
for political campaign to attempt to persuade voters to support their
candidates
• Barack Obama’s election campaign collected data from Facebook
user's friends for political purpose

14. Reaction to
Privacy Breach
• The number of account affected by Kogan’s app
was initially 50 million however Facebook
subsequent announced that number to 87
million.
• When it was revealed that Cambridge Analytica
collaborated with Palantir a silicon valley data
mining eventually this lead to result in large
number of user leaving Facebook.
• On march 17, 2018 Wylie's expose
Facebook vice president and deputy
general counsel, Paul Grewal
announced “the claim that this is a data
breach is completely false”.
• Facebook share dropped to 18% in less
than two week after that Cambridge
Analytica affair came to light.

15. Thank You !