Millions of people have long suspected it, but now a leak suggests that our phones really are listening to us. An apparent pitch deck from one of Facebook’s alleged marketing partner appears to detail how the firm eavesdrops on users’ conversations to create targeted ads. In a slideshow, a Media Group CMG claims 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 microphone.
‘Advertisers can pair this voice-data with behavioral data to target in-market consumers,’ the deck states. The pitch deck goes on to tout Facebook, Google and Amazon as clients of CMG, suggesting they could be using its Active-Listening service to target users. Since the news emerged, Google has removed the media group from its ‘Partners Program’ website.
A Meta spokesperson clarified, “Meta does not use your phone’s microphone for ads, and we’ve been transparent about this for years. We are reaching out to CMG to ensure they clarify that their program does not rely on Meta data.”
Amazon also responded to 404 Media, stating that its advertising division “has never worked with CMG on this program and has no plans to do so.” However, the spokesperson added that the company would take action if any marketing partner violates its policies, leaving the status of Amazon’s relationship with CMG somewhat ambiguous.
The slideshow shared by CMG outlines a six-step process in which their Active-Listening software collects consumers’ voice data via any device with a microphone, such as smartphones, laptops, or home assistants. It remains unclear whether the software is continuously eavesdropping or only when the phone’s mic is active, such as during a call.
Advertisers use this collected data to target “in-market consumers”—individuals actively considering a purchase. For example, if you discuss or search for Toyota cars, you may begin to see ads for their latest models. According to the slideshow, the system “automatically analyzes your site traffic and customers to fuel audience targeting on an ongoing basis.”
For years, users of smart devices have suspected their phones or tablets may be listening to conversations, though tech companies have consistently denied such claims. Meta’s privacy center, for example, asserts, “We understand that ads can seem so specific it feels like we must be listening to your conversations, but we are not.”
However, this recent leak adds to growing reports suggesting that companies like Facebook may indeed be using voice data to target ads. In December 2023, 404 Media first uncovered CMG’s Active-Listening service. Shortly after, a podcast interview revealed that AI marketing company MindSift had also used smart device speakers to target ads.
CMG, in a now-deleted blog post from November 2023, defended the legality of Active Listening, stating, “It is legal for phones and devices to listen to you.” They noted that such services are often included in the fine print of multi-page terms of use agreements when users download or update apps.
This may explain how CMG can operate in states with wiretapping laws, such as California, which prohibit recording someone without their knowledge.
CMG, an American media conglomerate based in Atlanta, Georgia, has yet to respond to DailyMail.com’s request for comment and has not replied to similar inquiries from other news outlets, including Futurism and Gizmodo. The company generated $22.1 billion in revenue in 2022.
