Mark Zuckerberg finally weighs in on Cambridge Analytica

He also explained that if an app developer abuses personal information, Facebook would notify people if their data was affected.

"This was a major breach of trust. I'm upset. This breach of trust that's happened as Mark described it last night doesn't feel good for anyone".

Zuckerberg spends the first part of his response running through the events as we know them, and by now they're fairly well understood - a Cambridge researcher created a personality quiz that was taken by around 300,000 people, but because of the way Facebook's Friend APIs worked at the time, those 300,000 people inadvertently also handed over information about the people in their own social networks.

Cambridge Analytica is a data analytics and Political consulting firm set up in 2014 with the help of Steve Bannon who is the former chief strategist of United States President Donald Trump.

In an interview with Recode, Zuckerberg said he was open to testifying before Congress on the matter "if I'm the right [person]".

"The short answer is I'm happy to if it's the right thing to do", he told CNN's Laurie Segall in an interview airing on "Anderson Cooper 360".

The call to testify caps what has been a busy week for Facebook.

Facebook shares pared gains on Wednesday after Zuckerberg's post, closing up 0.7%.

Many users have had an uneasy relationship with the company, largely due to its series of privacy scandals over the years that seem to be growing more serious.

He told multiple outlets that he would be willing to testify before Congress. "Facebook messed up royally, but most people are on a daily outrage roller-coaster and aren't sure if this is the hill worth dying on".

"There is so much institutionalised trust in these brands", he said, "that there is a trade off between the two - technology brings efficiency of service, but it doesn't bring trust".

But despite its notorious reputation in the digital world, many political insiders say Cambridge Analytica fell short of what it promised clients it could do. This includes your posts and photos, as well as the "activity log" - the history of everything you've done on Facebook, such as likes and comments on posts, use of apps and searches.

Questions are also being raised about Cambridge Analytica's role in Britain's vote to leave the European Union in 2016.

However, the academic who provided the data disputed that on Wednesday.

The Cambridge Analytica scandal serves as a forceful reminder that there are consequences to posting on social media.

Dr Kogan was publishing under the name Aleksandr Spectre at the time.

The company suspended Cambridge Analytica for the transmission of the data which Facebook says is a violation of its rules.

So as the Cambridge Analytica scandal passes its crescendo, just get ready for what's next, because we as a society will need to have some really tough conversations about what we share online, who can access that information, and, most important, how we can protect ourselves. Critics believe that it essentially was a breach because information of undoubted friends was taken.

There is also a section in the settings area where you can see what Facebook knows about you.

"Investors now have to consider whether or not the company will conclude that it has grown in a manner that has proven to be untenable", said Pivotal Research Group analyst Brian Wieser.

"BIGGEST SECRET ABOUT CAMBRIDGE ANALYTICS: It was (& is) an overpriced service that delivered little value to the TRUMP campaign, & the other campaigns & PACs that retained it - most of which hired the firm because it was seen as a prerequisite for receiving $$$ from the MERCERS".


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