Cambridge Analytica was a British political consulting firm that came to prominence through the Facebook–Cambridge Analytica data scandal. It was founded in 2013 as a subsidiary of the private intelligence company SCL Group by long-time SCL executives Nigel Oakes, Alexander Nix, and Alexander Oakes, with Nix as CEO. The company offered services to businesses and political parties who wanted to "change audience behavior" by analyzing huge amounts of data to create targeted advertising. In 2018, it was revealed that Cambridge Analytica had obtained the data of 50 million Facebook users without their consent and used it to create psychological profiles of American voters to sell to political campaigns. The scandal led to a backlash against Facebook and a rethinking of data privacy and the impact of social media on electoral politics. Cambridge Analytica was also involved in the 2016 Philippine presidential election, with reports citing it helped Rodrigo Duterte win the race. The company claimed that it rebranded the politicians image to target voters who they found are swayed by qualities such as toughness and decisiveness.