Cox Media Group (CMG) admits to using its Active Listening software to capture conversations via device microphones for ad targeting, confirming long-held suspicions among users. CMG is known to have worked in partnerships with major tech companies, including Facebook, Google, and Amazon.

“Yes, our phones are listening to us,” CMG candidly states in a leaked pitch deck, according to a report by 404 Media. The software uses artificial intelligence to capture real-time intent data from conversations, which is then paired with behavioral data for targeted advertising. Users have often suspected this, especially when they encounter targeted ads for products they recently discussed.

“It is legal for phones and devices to listen to you. 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,” CMG stated in their since-deleted blog post from November 2023.

While CMG says its practices are legal and disclosed in lengthy terms of service agreements, most users do not thoroughly read these agreements, leading to a disconnect between what they believe they consented to and what companies are actually doing with their data.

Google has since removed CMG from its partner program, stating, “All advertisers must comply with all applicable laws and regulations as well as our Google Ads policies, and when we identify ads or advertisers that violate these policies, we will take appropriate action.”

Meta and Amazon have also responded to the controversy. Meta stated, “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 get them to clarify that their program is not based on Meta data.” Amazon echoed similar sentiments, asserting that it had never worked with CMG on this program and had no plans to do so.

The revelation may prompt consumers to alter their behavior regarding the use of smartphones and social media. As awareness grows about potential surveillance, users might become more cautious, potentially impacting engagement with digital platforms and advertising effectiveness. Companies may need to rethink their approaches again to regain consumer trust.

The admission has sparked a significant public reaction. Several users, mainly on Reddit, shared personal anecdotes that seem to support the idea of targeted ads following conversations. Users recounted instances where they talked about specific products only to see related ads appear shortly after. For example, one user mentioned talking about engagement rings, only to be bombarded with ads for them the next day despite not having searched for them online.

However, others were skeptical about the validity of the claims. Comments suggest that the technology for constant eavesdropping is implausible without significant evidence.

For instance, one user pointed out that if Facebook were indeed using the microphone continuously, it would be apparent through device indicators, as both iPhones and Androids show when an app accesses the microphone. Others argue that the targeted ads people experience are likely due to sophisticated algorithms that analyze user behavior rather than actual eavesdropping.

For now, CMG faces increased scrutiny from both the public and regulatory bodies. The company has yet to provide a detailed response to these concerns, leaving many questions about the future of its Active Listening technology and its implications for consumer privacy.