I haven't read the entire article, but I find it a bit ridiculous that the author claims that "big data" is allowing the "rise of fascism" in the 21st century. Trump has been known to give the metaphoric middle-finger to big data analytics and marketing [1]; on the contrary, almost every move of Hillary's campaign was dictated by the "advanced" big data engine called "Ada" [2]. While Trump "spent a fraction" of what Hillary did on ads and technology, he did run a paid Facebook strategy [3].

[1] https://www.bloomberg.com/view/articles/2016-12-08/no-big-da... [2] https://www.washingtonpost.com/news/post-politics/wp/2016/11... [3] https://cambridgeanalytica.org/news/press/1380