- Leak shows phones may eavesdrop for ads
- Facebook, Google, Amazon allegedly involved
- CMG’s Active Listening targets ads based on voice
Millions of people have long assumed it, but a leak reveals that our phones are listening to us.
An alleged pitch deck from one of Facebook’s marketing partners describes how the company eavesdrops on user conversations to develop tailored advertisements.
According to a slideshow, Cox Media Group (CMG)’s ‘Active-Listening’ software employs artificial intelligence to collect and analyze real-time intent data’ by listening to what you say through your phone, laptop, or home assistant microphone.
‘Advertisers can couple this voice data with behavioural data to target in-market consumers,’ the presentation says.
The pitch deck names Facebook, Google, and Amazon CMG clients, implying they may utilize its active listening service to target people.
The pitch deck, which shows prospective customers the possibilities of Active-Listening software, was leaked to reporters at 404 Media.
Since the story surfaced, Google has removed the media group from its ‘Partners Program’ webpage.
Meta, Facebook’s parent corporation, said it is investigating CMG for potential terms of service violations.
Amazon reacted to 404 Media by noting that its advertising division ‘has never worked with CMG on this program and has no plans to do so.’
However, the spokesman stated that if one of its marketing partners breaks its guidelines, the business will take action, leaving the fate of Amazon’s partnership with CMG to be clarified.
The slideshow describes the six-step process used by CMG’s Active Listening software to capture customer voice data from virtually any microphone-equipped device, such as a smartphone, laptop, or home assistant.
The slideshow does not indicate if the Active-Listening software is eavesdropping constantly or merely when the phone mic is engaged, such as during a call.
Advertisers then use this data to target ‘in-market consumers’ who are actively contemplating purchasing a specific product or service.
If your speech or behavioural data indicates that you are considering purchasing something, they will show you advertising for that product.
For example, chatting about or looking for Toyota cars may cause you to see advertisements for their latest models.
‘Once deployed, the system automatically analyses your site traffic and consumers to drive continuing audience targeting,’ according to the presentation.
This could explain why you notice more adverts for a specific product after discussing it with a friend or searching for it online.
Smart device owners have hypothesized that their phones or tablets listen to conversations for years. However, most technology corporations have flatly disputed these assertions.
For example, Meta’s online privacy centre notes, ‘We understand that sometimes adverts can be so targeted, it appears we must be listening to your chats through your microphone, but we’re not.
However, this leak is just the latest in a string of reports claiming that your phone is listening to you and that sites like Facebook are profiting from what you say.
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404 Media originally announced the existence of CMG’s active listening service in December 2023.
A day later, they discovered MindSift, a small AI marketing business that boasted on a podcast about utilizing smart device speakers to tailor adverts.
Although it may appear shocking, Active Listening is legal, according to a since-deleted blog post from November 2023 by CMG.
‘We understand what you are thinking. Is it even legal? The short answer is yes. “It is legal for phones and devices to listen to you,” the message states.
‘Active Listening is frequently included when a new app download or update prompts customers with multi-page terms of service agreement somewhere in the fine print.
This could explain how CMG gets away with it in jurisdictions like California, where wiretapping laws prevent recording someone without their consent.
CMG is an American media company headquartered in Atlanta, Georgia. The corporation provides broadcast media, digital media, advertising, and marketing services, with a revenue of $22.1 billion in 2022.
