Explore a thought-provoking Web Summit 2017 talk where Alexander Nix, CEO of Cambridge Analytica, and Matthew Freud of Freud Communications delve into the evolution of online advertising from creative-driven to data-driven approaches. Discover how data science methodologies influenced the U.S. presidential election, with insights into political data analytics, Cambridge Analytica's role in Trump's victory, and ethical considerations surrounding their work. Gain understanding of the changing landscape of communication and data environments, and examine the impact of data and behavioral sciences on modern elections. Learn about the intersection of technology, politics, and advertising in this 19-minute discussion that challenges traditional notions of electoral processes and marketing strategies.