Millions of people have long suspected it, but now a leak suggests our phones are actually listening to us.
An apparent presentation from one of Facebook’s marketing partners appears to detail how the company eavesdrops on users’ conversations to create targeted ads.
In a slide presentation, Cox Media Group (CMG) says its “Active-Listening” software uses AI to collect and analyze “real-time intent data” by listening to what you say through your phone, laptop or home assistant microphone.
“Advertisers can combine this voice data with behavioral data to reach in-market consumers,” the document states.
The pitch goes on to promote Facebook, Google and Amazon as CMG customers, suggesting they might be using its active listening service to attract users.
The first slide of CMG’s leaked presentation describes how its active listening software listens to your conversations and extracts intent data in real time.
The paper goes on to break down the process step-by-step, from identifying a “data trail” left by consumers’ online conversations and behavior to creating targeted digital ads.
The pitch deck was leaked to 404 Media journalists and showcases the software’s capabilities for active listening to potential clients.
Since the story broke, Google has removed the media group from its ‘Partner Program’ website.
Facebook’s parent company Meta has admitted that it is reviewing CMG for possible violations of its terms of service.
Amazon responded to 404 Media by stating that its advertising division “has never worked with CMG on this program and has no plans to do so.”
But the spokesperson added that if one of its business partners violates its rules, the company will take action, leaving the status of Amazon’s relationship with CMG somewhat uncertain.
The slideshow details the six-step process CMG’s active listening software uses to collect consumer voice data through virtually any microphone-equipped device, including their smartphone, laptop or home assistant.
It’s not clear from the slide presentation whether the active listening software listens constantly or only at specific times when the phone’s microphone is activated, such as during a call.
Advertisers then use these insights to target “in-market consumers,” who are people who are actively considering purchasing a particular product or service.
If your voice or behavioral data suggests that you are considering purchasing something, you will be shown ads for that item.
For example, talking about or searching for Toyota cars might trigger you to start seeing ads for their newer models.
Google, Amazon and Facebook explicitly promote themselves as CMG clients, but the tech giants have denied allegations that they are listening to users’ conversations.
Daily Mail tech journalist Rob Waugh tested whether Google was listening to him last year
Smartphone users have long suspected that their devices are listening to them and showing them personalized ads, but tech giants including Facebook, Google and Amazon have denied these claims.
“Once launched, the technology automatically analyzes your site traffic and customers to drive audience segmentation on an ongoing basis,” the document states.
So if you feel like you see more ads for a particular product after talking about it with a friend or searching for it online, this may be the reason.
For years, smart device users have speculated that their phones or tablets are listening to what they say, but most tech companies have flatly denied these claims.
For example, Meta’s online privacy center states: “We understand that sometimes ads can be so targeted that it feels like we’re listening to your conversations through your microphone, but we’re not.”
But this leak is just the latest in a wave of reports suggesting that your phone is actually listening to you, and that sites like Facebook may be profiting from what you say.
404 Media reveals itself for the first time the existence of the CMG active listening service in December 2023.
A day later, they exposed a small AI marketing company called MindSift for bragging on a podcast about using smart device speakers to target ads.
Although it may seem surprising, active listening is perfectly legal, CMG said in a statement. Blog entry since deleted from November 2023.
‘We know what you’re thinking. Is this legal? The short answer is: yes. It is legal for phones and devices to listen to you,” the post reads.
‘When a new app download or update prompts consumers with a multi-page terms of use agreement somewhere in the fine print, active listening is often included.’
This could explain how CMG gets away with it in states with wiretapping laws that prohibit recording someone without their knowledge, such as California.
CMG did not immediately respond to DailyMail.com’s request for comment and has not yet responded to similar queries from other news sites, including Futurism and Gizmodo.
CMG is an American media conglomerate headquartered in Atlanta, Georgia. The company offers broadcast media, digital media, advertising, and marketing services and generated $22.1 billion in revenue in 2022.
