Cox Media Group (CMG) made a surprising admission, revealing that smartphones actively listen to users’ conversations to deliver targeted ads. This disclosure came during a presentation to investors, where the marketing firm—whose high-profile clients include Facebook and Google—introduced its “Active Listening” software. The software uses Artificial Intelligence (AI) to gather real-time voice data from users’ conversations, pairing it with behavioral data to create personalized ads for in-market customers.
On August 26th, CMG confirmed that the microphones on users’ smartphones are being utilized for ad targeting, sparking privacy concerns. CMG’s AI-driven software tracks user data from over 470 channels, analyzing spoken conversations and online behaviors to provide intent-based advertising. Following this revelation, Google swiftly removed Cox Media Group from its partner program. A Google spokesperson emphasized that all advertisers must comply with applicable laws and Google Ads policies, stating, “When we identify ads or advertisers that violate these policies, we will take appropriate action.”
Meta, Facebook’s parent company, is also reviewing CMG’s activities to determine if there has been any breach of terms. In response to the controversy, a Meta spokesperson reiterated, “Meta does not use your phone’s microphone for ads, and we’ve been clear about this for years. We are contacting Cox Media Group to ensure their program is not leveraging our metadata.” Interestingly, CMG previously addressed legal concerns about “Active Listening” in a now-deleted blog post. It noted that microphone usage is often buried in the fine print of multi-page terms of service agreements. The post claimed, “It is legal for phones and devices to listen to you,” further intensifying privacy fears.
The controversy aligns with long-standing suspicions from users who claim they’ve seen ads for products shortly after mentioning them in casual conversations despite never searching for them online.
Source: opindia.com
