If you have heard of Alexander Nix, you probably think he’s a villain. He is the former head of Cambridge Analytica, the data analytics company that helped Donald Trump win the presidential election. Nix and his colleagues have been accused of all sorts of other dastardly deeds: conniving with the Kremlin to hack democracy, ‘dark messaging’ people with racist ads on Facebook in the run-up to Brexit, and more and worse. Nix lost his job after a Channel 4 investigation into Cambridge Analytica in March last year — the exposé won a Bafta last weekend. By May, Cambridge Analytica and its parent company SCL had gone into administration, and Nix had been widely condemned as a Machiavellian crook.
A year has passed, and Nix is ready to talk. I meet him in the Ladbroke Arms, near his house in Notting Hill. He’s invariably described as an Old Etonian — the implication being that he’s a smooth creep.
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