During the the US Campaign every activity of Cambridge Analytica was made in real time. This means they were able to use particular events to move public opinion on the way they wanted. For example they were able to work during Trump and Clinton debats doing propaganda againts Hillary Clinton. One more problem of Cambridge Analytica manipulation activisties was that they didn’t stop there, they produced fake news against Clinton! It is already a very serious thing in itself, but it is even more serious if done during the political campaign for the most important elections in the world!