He made his money in tech and he’s investing it in new toys — data analytics and international politics. With his sights set on the media, his ultimate target is your heart and mind.
“Robert Mercer: The Big Data Billionaire Waging War on Mainstream Media”
by Carol Cadwalladr
February 26, 2017
Robert Mercer very rarely speaks in public and never to journalists, so to gauge his beliefs you have to look at where he channels his money: a series of yachts, all called Sea Owl; a $2.9m model train set; climate change denial (he funds a climate change denial thinktank, the Heartland Institute); and what is maybe the ultimate rich man\”™s plaything \”“ the disruption of the mainstream media. In this he is helped by his close associate Steve Bannon, Trump\”™s campaign manager and now chief strategist. The money he gives to the Media Research Center, with its mission of correcting \”liberal bias\” is just one of his media plays. There are other bigger, and even more deliberate strategies, and shining brightly, the star at the centre of the Mercer media galaxy, is Breitbart.
It was $10m of Mercer\”™s money that enabled Bannon to fund Breitbart \”“ a rightwing news site, set up with the express intention of being a Huffington Post for the right. It has launched the careers of Milo Yiannopoulos and his like, regularly hosts antisemitic and Islamophobic views, and is currently being boycotted by more than 1,000 brands after an activist campaign. It has been phenomenally successful: the 29th most popular site in America with 2bn page views a year. It\”™s bigger than its inspiration, the Huffington Post, bigger, even, than PornHub. It\”™s the biggest political site on Facebook. The biggest on Twitter.
Prominent rightwing journalist Andrew Breitbart, who founded the site but died in 2012, told Bannon that they had \”to take back the culture\”. And, arguably, they have, though American culture is only the start of it. In 2014, Bannon launched Breitbart London, telling the New York Times it was specifically timed ahead of the UK\”™s forthcoming election. It was, he said, the latest front \”in our current cultural and political war\”. France and Germany are next.
But there was another reason why I recognised Robert Mercer\”™s name: because of his connection to Cambridge Analytica, a small data analytics company. He is reported to have a $10m stake in the company, which was spun out of a bigger British company called SCL Group. It specialises in \”election management strategies\” and \”messaging and information operations\”, refined over 25 years in places like Afghanistan and Pakistan. In military circles this is known as \”psyops\” \”“ psychological operations. (Mass propaganda that works by acting on people\”™s emotions.)
Cambridge Analytica worked for the Trump campaign and, so I\”™d read, the Leave campaign. When Mercer supported Cruz, Cambridge Analytica worked with Cruz. When Robert Mercer started supporting Trump, Cambridge Analytica came too. And where Mercer\”™s money is, Steve Bannon is usually close by: it was reported that until recently he had a seat on the board.Last December, I wrote about Cambridge Analytica in a piece about how Google\”™s search results on certain subjects were being dominated by rightwing and extremist sites. Jonathan Albright, a professor of communications at Elon University, North Carolina, who had mapped the news ecosystem and found millions of links between rightwing sites \”strangling\” the mainstream media, told me that trackers from sites like Breitbart could also be used by companies like Cambridge Analytica to follow people around the web and then, via Facebook, target them with ads. Read more.