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Political essentially campaign propaganda that was coming out. what's going to be really interesting is this mostly seemed to have started with cambridge analytica and with bannon and cruz. if you remember ted cruz, that was more the angle, the mercers initially backing, that goes back to the primaries. what we're going to find out is this sort of data harvesting, i think this is where the social media companies are going to come into conflict. has been going on widespread. we look at this and we say, oh my gosh, can we believe that all this information was taken? but if you go back through al...

Few months of the campaign he was pushing out a lot of facebook ads. they were relying on cambridge analytica to help them with the micro targeting of that. that's what cambridge analytica does. it kind of identifies the kinds of voters who might be vulnerable to persuasion. some might say manipulation. and that's where those efforts were directed. >> very quickly because we're almost out of time here, i don't want you to scoop your own reports, but our american viewers won't be able to see it live the same way that people will in the uk, what do you think will surprise people most about what ...

Weren't great for user data when it came to privacy. it enabled developers to have more access to data. so this particular instance, when you talk about 50 million users. we're scratching our heads. how did they obtain this? if i filled out this personality trait survey, it crawled my data. if we're friends on facebook, it also took your data. those policies have changed but they were able to get an extraordinary amount of data. so that was strike one. strike two happened when what happened to this data? this was supposed to be for research purposes, according the facebook and what it thought ...

>> what kind of data are we talking about? >> it took music preferences, gender, your marital state us, your likes. people don't realize, you can tell so much about a person, about, depending on how many likes they have on facebook, what kind of content they like. you can build a psychological profile. you can tell how agreeable they are. are they neurotic? do they get angry easier? you can target them. it is not like cambridge analytica invented this. but they claimed to take advantage of a lot of it. that calls into question, micro targeting. are you seeing an ad on facebook that is micro ta...

That means to be investigated. >> bret: we have seen this in previous campaigns, we have the obama person out on twitter saying that they did it, too, facebook kind of said, go ahead. >> i think one of the big questions is how do members of congress view facebook now. do they look at them as a giant publisher, the biggest publisher on the planet that is completely unregulated and need some regulation? do they view them as a pipeline for russian propaganda? i mean, this is getting to the point where i think you will have mark zuckerberg testifying in congress and you will have calls or regulati...