Thank you very much, Chair.
Before Christopher Wylie became a whistleblower, in pitching the ability to affect election or referenda outcome, he made a statement saying that essentially “we can trigger the underlying dispositional motivators that drive each psychographic audience”.
Dr. McKelvey, I know that you have said you're a bit skeptical of the psychographic microtargeting concept, but we understand from Chris Vickery and others that, rather than the half-dozen or dozen data points that many advertisers use to target responses when they observe the browser history of an individual, Cambridge Analytica, in this case—and ultimately AggregateIQ in Victoria—was working with as many as 500 data points on individuals to exploit their vulnerabilities, such as their sexual preferences, perhaps, or their fears or anxieties.
Do you completely disregard this concept of psychographic microtargeting? Otherwise, do you believe that there is a line that should be drawn on how much data can be used in targeting advertising?