(Photo : BENJAMIN CREMEL/AFP via Getty Images)
Cox Media Group, a major player in the advertising world, has admitted that its "Active Listening" software is listening to conversations through smartphone microphones and gathering data for targeted ads.
High-profile clients like Facebook and Google have reportedly used this controversial technology, confirming long-standing suspicions that our phones are indeed listening to us.
Facebook, Google Linked to Use of Smartphone Microphones for Targeted Ads
According to a report by 404 Media, a marketing firm with high-profile clients, including Facebook and Google, has privately admitted to using smartphone microphones to gather information for targeted advertising.
This data is then used to create tailored advertisements. CMG's pitch deck highlighted how advertisers can combine voice data with behavioral data to target consumers who are actively looking to buy.
The deck also noted that CMG's AI-powered software gathers and analyzes behavioral and voice data from over 470 sources. The company's clients reportedly include Facebook, Google, and Amazon. However, following inquiries from 404 Media, Google has removed CMG from its "Partners Program" website.
A Google spokesperson told the New York Post that all advertisers must follow relevant laws and regulations. The company emphasized its commitment to taking appropriate action if any ads or advertisers are found violating these policies.
Meta, the parent company of Facebook and Instagram, is currently reviewing its relationship with CMG to determine if there have been any breaches of its terms of service. Meta confirmed that it does not use smartphone microphones for advertising purposes, a practice they have publicly disavowed for some time.
Amazon Denies Collaboration with CMG
According to GizmoChina, Amazon also responded to inquiries, clarifying that it has not collaborated with CMG on this program and has no plans to do so. The company affirmed its readiness to act against any partners found violating its rules.
In December, 404 Media reported that MindSift, a New Hampshire-based company, claimed it used voice data from device microphones to deliver personalized ads. This revelation added to the growing concerns about the use of "Active Listening" technology in advertising.
Despite the controversy, CMG asserts that its practices fall within legal boundaries. A blog post from CMG, dated November of the previous year, discussed the legal aspects of using technology that listens to conversations. According to CMG, such practices are often included in lengthy terms of service agreements that users accept when downloading or updating apps.
CMG's technology allows advertisers to identify users who are "ready-to-buy" and generate customized ad lists based on their interests. However, the company's controversial methods have raised significant privacy concerns, leading to calls for greater transparency and stricter regulations.
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