Facebook and Google aren’t the only companies hoovering up every kilobyte of our digital lives—our late-night shopping habits, social-media posts, travel plans, and celebrity obsessions—and turning that personal data into dollar signs. As the recent leak of nearly 200 million voter profiles shows, political analytics companies are major players in the Big Data space, too—and their methods, if not their security protocols, are getting ever more sophisticated. The terabyte of data that Gizmodo reports Deep Root Analytics left on a cloud server, without password protection, included “home addresses, birth dates, and phone numbers,” along with “advanced-sentiment analyses used by political groups to predict where individual voters fall on hot-button issues such as gun ownership, stem-cell research, and the right to abortion, as well as suspected religious affiliation and ethnicity.” Even more worrying, some of the firm’s voter-registration data was cross-referenced against Reddit users’ profiles, suggesting a wide-ranging, multi-platform effort to build psychological profiles of American citizens. None of this is illegal, nor is it clear whether such information is particularly useful. Gizmodo reports show that the Republican National Committee paid Deep Root $983,000 last year, and that other conservative groups paid millions more. But as The New York Times revealed last year, preference-prediction software peddled by companies like Cambridge Analytica is still an imperfect science.