Cambridge Analytica was a political consulting firm that gained notoriety for its role in the 2016 U.S. presidential election. The company specialized in data mining and analysis, using personal data from millions of Facebook users to create targeted advertising strategies for political campaigns. The firm claimed to use psychological profiling to influence voter behavior. Its practices raised significant ethical concerns regarding privacy and data protection, leading to investigations and discussions about the regulation of data use in political campaigns and the responsibilities of social media platforms like Facebook.