Exploring How Targeted Advertising Influences Individual Behavior Through the Facebook Leak Incident

Abstract

This article analyzes the Facebook data breach incident to explore how businesses utilize user data for precise marketing in the era of big data. It begins by explaining the concept and technical framework of targeted advertising, covering key steps such as data collection, user profiling, personalized content creation, and algorithmic matching for ad delivery. The paper then provides a detailed analysis of the entire Facebook incident, including how Cambridge Analytica illegally accessed user data, used big data technologies like the five-factor model for personality analysis to create user profiles, and designed customized content for different user groups to influence their voting behavior. This incident exposed vulnerabilities in Facebook's data protection but also raised global concerns about personal data security and privacy protection, leading to increased regulatory oversight of tech companies and forcing Facebook to reform its policies and strengthen data management. The article concludes by discussing the advantages and risks of targeted advertising, emphasizing the need to find a balance between protecting privacy and leveraging the benefits of big data. It suggests that creating a safe, transparent environment for big data applications requires strengthening regulations, raising public awareness, and encouraging corporate self-regulation.