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Keeping your privacy safe on social media

Also, it was found that the firm had acquired data from millions upon millions of Facebook accounts via a seemingly harmless personality test app without getting consent.

Right around that time it was reported that the Cambridge Analytica board of directors suspended CEO Alexander Nix.

On Wednesday however, Cambridge Analytica announced its closure in a statement on its website and claimed it had been "vilified" for activities that are legal and considered a standard component of online advertising. "As a result, it has been determined that it is no longer viable to continue operating the business, which left Cambridge Analytica with no realistic alternative to placing the Company into administration". That data, in turn, was used to leverage political campaigns.

She added: "We have been in this situation before where companies go into receivership or liquidation to avoid a sanction or avoid investigation and we have been successful in pursuing directors, in pursuing our investigation".

"We can follow the data".

This would, presumably, be in addition to a free version of the service - Mark Zuckerberg insisted during his congressional testimony that the site will continue to exist in its free form. Other Pew research tells a different story: While most deem Facebook's business model unacceptable, another study from the center shows that 68% of adults in the USA use Facebook.

But the two conceded there are other business models.

In the aftermath of the scandal and Cambridge Analytica's concession that it will not be able to recover from its reputational crisis-although the company's leadership maintains that it acted ethically-the UK-based firm and its affiliates announced on May 2 that it will be "ceasing all operations". Cambridge said it had been losing clients and facing mounting legal fees in the wake of the scandal.

In 2016, Prince was also the second-largest donor to Make America Number 1 - a super PAC founded by the Mercer family (of the Donald Trump-supporting billionaire Robert Mercer, who funneled $10 million to Cambridge Analytica), ran by the former Trump campaign CEO and White House chief strategist Steve Bannon along with Kellyanne Conway.

Nonetheless, officials close to the matter said that the probe won't be retracted based on that statement, and the liability of the company still has to be questioned, since the issue is from before their decision to close shop.

Facebook reps would probably protest that's an unfair conclusion, and to give the company its due, significant portions of this year's F8 did offer a look at what the company's doing to protect its users.

The firm played a key role in mapping out the behaviour of voters in the run-up to the 2016 United States election and the extent of its links to Brexit campaigns is being examined by Mr Collins's committee.

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