Millions of people have suspected it for some time, but now a leak suggests that our phones are actually listening to us.
A pitch deck from one of Facebook’s marketing partners details how the company listens to users’ conversations to create targeted ads.
Cox Media Group (CMG) claims in a slideshow that 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’s microphone.
“Advertisers can combine this voice data with behavioral data to reach consumers in their own markets,” the document said.
The pitch lists Facebook, Google and Amazon as CMG clients, potentially using the Active Listening service to target users.
The first slide of CMG’s leaked pitch deck describes how their Active Listening software listens to your conversations and extracts real-time intent data
The deck goes on to break down the process step by step, from identifying a “data trail” left by consumers’ conversations and online behavior to creating targeted digital ads.
The pitch deck was leaked to reporters from 404 Media and demonstrates the capabilities of Active Listening software to potential clients.
After the story broke, Google removed the media group from their ‘Partners Program’ website.
Meta, Facebook’s parent company, admitted that it monitors CMG for possible violations of its terms of service.
Amazon responded to 404 Media by stating that the advertising division “has never worked with CMG on this program and has no plans to do so.”
The spokesperson added that if any of the marketing partners violate the rules, the company will take action, leaving the status of the relationship between Amazon and CMG unclear.
The slideshow demonstrates the six-step process CMG’s Active Listening software uses to collect consumer voice data from virtually any device with a microphone, including your smartphone, laptop or home assistant.
It is not clear from the slideshow whether the Active Listening software is listening in continuously or only at specific times when the phone’s microphone is activated, such as during a phone call.
Advertisers then use these insights to target “consumers in their market,” people who are actively considering purchasing a particular product or service.
If your voice or behavioral data indicates that you are considering purchasing something, you will be shown ads for that item.
For example, if you talk or search for Toyota cars, you may see ads for their latest models.
Google, Amazon and Facebook are explicitly named as CMG customers, but these tech giants have denied allegations that they listen to users’ conversations
Daily Mail tech reporter 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 targeted ads. But tech giants including Facebook, Google and Amazon have denied these claims.
“Once launched, the technology will automatically analyze your site traffic and customers so you can continuously target your audience,” the document said.
If you feel like you’re seeing more ads for a particular product after talking to a friend about it or searching for it online, this could be why.
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 appears as if we are listening to your conversations through your microphone, but we are not.”
But this leak is just the latest in a wave of reports suggesting that your phone is indeed listening to you, and that sites like Facebook may be monetizing what you say.
404 Media first revealed the existence of CMG’s Active Listening service in December 2023.
A day later, they exposed MindSift, a small AI marketing company, for bragging in a podcast about using smart speakers to target ads.
Although it may seem surprising, Active Listening is perfectly legal, CMG claimed in a blog post since deleted from November 2023.
‘We know what you’re thinking. Is this even legal? The short answer is yes. It is legal for phones and devices to listen to you,” the message reads.
“When a new app download or update directs consumers to 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 this in states where it is illegal to hospitalize someone without their knowledge, such as California.
CMG did not immediately respond to DailyMail.com’s request for comment, and has not responded to similar queries from other news sites, including Futurism and Gizmodo.
CMG is an American media conglomerate based in Atlanta, Georgia. The company provides broadcast media, digital media, advertising and marketing services and generated revenues of $22.1 billion in 2022.