Bond villain about Alexander Nix - "I thought he was an evil genius. Now he’s arranging a couple of tarts?"

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That's all you need to know about that Zuck-Nix-The-World-Is-Not-Enough movie.

Is that Dr Nix?

Er, no. Just Mr Nix.

Pity. Dr Nix sounds more sinister. So what’s Little Nix done?

He’s inserted himself into the world’s most powerful data engine and is using it to change election outcomes.

I see. How do we know this?

He’s been telling everyone.

Telling everyone? Isn’t this the kind of thing you do secretly? Probably from a bunker hidden inside a volcano on an island in the Pacific which doesn’t exist on radar.

He seems to be operating mainly out of an office off Oxford Street. Wired called him one of 25 geniuses making the future happen now.

Who else was on the list?

There was a guy who makes movies for Amazon and a woman in charge of documentaries for Netflix.

So he’s hiding in plain sight. Clever. 

He’s not exactly hiding. He goes to conferences and does interviews about how his firm won it for Trump.

 I see. What do they do?

They use programmatic campaigning on social media augmented with linear optimised data.

You mean targeted advertising.

 Not just targeted advertising, Bond. We think he’s developed a powerful new tool he calls psychographics. It fuses demographic data with personality traits.

OK, so it’s very targeted advertising....

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