“A pro-gun voter whose Ocean score ranks him high on neuroticism could see storm clouds and a threat: The Democrat wants to take his guns away. A separate pro-gun voter deemed agreeable and introverted might see an ad emphasizing tradition and community values, a father and son hunting together.” In a very interesting look at how a firm called Cambridge Analytica uses information about you to target messages, McKenzie Funk examines the secret life of a Facebook Quiz.

+ Cambridge Analytica worked on the Trump campaign. They also worked for those in favor or Brexit. Now they’re in talks to score a couple new big contracts.

+ The NYT’s MIke Isaac on Facebook’s plan to create censorship tool to get back into China