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Cambridge Analytica could be reborn under a different name



Cambridge Analytica, the data-driven election campaign company that sparked a worldwide outcry over the use of Facebook data, announced it was closed last week, blaming its disappearance for the scandal. But the notifications in the UK suggest that its leaders could plan to simply resume operations under a different name or name.

Emerdata Limited was admitted to the UK in August 2017, at the time when the earliest coverage of Cambridge Analytica gained traction. Cambridge Analytica's chief data officer, Alexander Tayler, was originally listed as the owner together with Julian Wheatland, chairman of Cambridge Analytica's parent company SCL. Another company, Firecrest Technologies Limited, was founded in March 201

8 as a subsidiary of Emerdata, according to public records that were highlighted on Saturday by Guardian

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The former CEO of Cambridge Analytica, Alexander Nix, was temporarily listed as the director of both companies, but was removed. However, Rebekah and Jennifer Mercer are still listed as directors of Emerdata. They are the daughters of Robert Mercer, the US hedge fund billionaire, who co-funded Cambridge Analytica and supported Donald Trump's presidential campaign and Brexit campaign.

Emerdata Limited is described in the files as "Data Processing, Hosting, and the Like," while Firecrest Technologies calls itself "Business and Domestic Software Development." One or both of these companies may include psychographic profiling, Cambridge Analytica sold to political campaigns in India, Kenya and the United States.


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