But what is less clear is just how different Cambridge Analytica’s product actually was from the type of microtargeted digital advertisements that every other US electoral campaign uses. Many of the most prominent researchers warning the public about how Cambridge Analytica uses our digital exhaust to “hack our brains” are marketing professors, more accustomed to studying the impact of advertising in commerce than in elections. The political science research community has been far more skeptical. An investigation from Nature magazine documented that the evidence of Cambridge Analytica’s independent impact on voter behavior is basically nonexistent (Gibney 2018). There is no evidence that psychographic targeting actually works at the scale of the American electorate, and there is also no evidence that Cambridge Analytica in fact deployed psychographic models while working for the Trump campaign. The company clearly broke Facebook’s terms of service in acquiring its massive Facebook dataset. But it is not clear that the massive dataset made much of a difference.