If the advertisements on your Facebook newsfeed appear remarkably relevant, it's because the social network giant knows you well. Facebook amassed anestimated $26.9 billionin ad revenue in 2016 alone by mining its vast troves of data on its 1.86 billion users to sell targeted information to advertisers they use to offer products and services based on your personal tastes.
There are also more sinister ways companies use your information. Researcher Michal Kosinski devised a model thatanalysed a user's Facebook "likes" to predict information such as ethnicity, sexual orientation, and political beliefs to both create and locate personal psychological profiles.
A similar strategy of data analysis may have helped Donald Trump reach the White House.
Cambridge Analytica harvested data from an estimated 87 million Facebook users and used the information to send them targeted campaign ads that appealed to their personal needs and desires. Facebook CEO Mark Zuckerberg was called to testify before Congress about the breach.
Wikileaks founder Julian Assange called Facebook "the most appalling spying machine that has ever been invented," in aninterviewwith Russian news site RT.
"Here we have the world's most comprehensive database about people, their relationships, their names, their addresses, their locations and the communications with each other, their relatives, all sitting within the United States, all accessible to U.S. intelligence," claimed Assange.
"Every time you go to a party and take a picture and post that picture to Facebook, you're being a rat," he added at a book launch in 2014.
But even hisorganisation can't resist joining the mischief. Wikileaks has its ownFacebook page, from which it reveals the secrets of the rulers of the world.
What Facebook does with your data remains a subject of debate, but the data that it has is disturbingly detailed.