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As Cambridge Analytica and its related companies continue winding down, the core promises of their much-debated psychological targeting methods persist, both through related entities and a growing interest in merging big data and behavioral science. Some former Cambridge Analytica data experts now work for a new firm, the Texas-based behavioral-science marketing company Data Propria. The company was founded by Matt Oczkowski, a political strategist who served as Cambridge’s head of product during the Trump campaign. Earlier this year, Oczkowski was also tapped to lead the operations of Parscale Digital, a data firm launched by Brad Parscale, who ran digital media for Trump in 2016 and is managing the President’s re-election campaign.

Parscale Digital and Data Propria are both subsidiaries of CloudCommerce, a company in which Parscale holds significant stock and a board seat. Last year, campaign finance experts expressed concern that Parscale firms were receiving funding from a pro-Trump super PAC in advance of Trump’s 2020 campaign, testing rules meant to keep campaigns from coordinating with outside groups.