Millions have long suspected it, but now a leak suggests that our phones may indeed be listening to us.
A leaked pitch deck from one of Facebook’s purported marketing partners appears to reveal how the company listens in on users’ conversations to generate targeted ads.
In a slideshow presentation, Cox Media Group (CMG) claims that its “Active-Listening” software leverages AI to gather and analyze “real-time intent data” by listening to conversations through your phone, laptop, or home assistant microphone.
According to the deck, advertisers can combine this voice data with behavioral data to target consumers who are actively in the market.
The pitch deck further lists Facebook, Google, and Amazon as CMG clients, suggesting that these companies might be using the Active-Listening service to target their users.
The first slide of the leaked deck explains how CMG’s Active-Listening software captures conversations and extracts real-time intent data.
The deck then outlines the process step by step, beginning with identifying a “data trail” left by consumers’ conversations and online behavior, and culminating in the creation of targeted digital ads.
This pitch deck was leaked to reporters at 404 Media, showcasing the capabilities of the Active-Listening software to potential clients.
Following the leak, Google removed the media group from its “Partners Program” website.
In a statement, a Meta spokesperson said, “Meta does not use your phone’s microphone for ads, and we’ve been public about this for years. We are reaching out to CMG to clarify that their program is not based on Meta data.”
Amazon 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 if one of its marketing partners violates its rules, the company will take action, leaving the nature of Amazon’s relationship with CMG somewhat ambiguous.
The slideshow outlines the six-step process CMG’s Active-Listening software employs to collect consumer voice data from virtually any device equipped with a microphone, including smartphones, laptops, and home assistants.
It remains unclear whether the Active-Listening software is always eavesdropping or only activates when the microphone is in use, such as during a call.
Advertisers use these insights to target “in-market consumers,” meaning those who are actively considering purchasing a specific product or service.
For instance, discussing or searching for Toyota cars might trigger ads for their latest models.
Google, Amazon, and Facebook are explicitly mentioned as CMG clients, but these tech giants have denied allegations of listening to users’ conversations.
Last year, it was tested whether Google was listening to him, reflecting ongoing suspicions among smartphone users that their devices are eavesdropping to serve targeted ads. However, companies like Facebook, Google, and Amazon have consistently denied these claims.
The deck further states, “Once launched, the technology automatically analyzes your site traffic and customers to fuel audience targeting on an ongoing basis.”
This could explain why you might notice more ads for a product after discussing it with a friend or searching for it online.
For years, smart-device users have speculated that their phones or tablets might be listening to their conversations. Yet, most tech companies have categorically denied these claims.
For example, Meta’s online privacy center asserts, “We understand that sometimes ads can be so specific, it seems like we must be listening to your conversations through your microphone, but we’re not.”
But this leak is the latest in a series of reports suggesting that your phone might indeed be listening to you, with sites like Facebook possibly profiting from what you say.
404 Media first uncovered CMG’s Active-Listening service in December 2023.
A day later, they exposed a small AI marketing company called MindSift for boasting on a podcast about using smart device speakers to target ads.
While it may seem alarming, CMG claimed in a since-deleted blog post from November 2023 that Active Listening is entirely legal.
“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 post reads.
The post goes on to explain that when consumers download a new app or update, the terms of use agreement often includes a clause about Active Listening, buried somewhere in the fine print.
This could clarify how CMG operates in states with strict wiretapping laws, such as California, where recording someone without their knowledge is prohibited.
