Google & Facebook partner admits it can listen to device microphone to serve ads

A media company that has partnered with major companies such as Google and Meta has acknowledged that it is capable of targeting advertisements by using the microphones on your device to listen to what you say.

Cox Media Group (CMG), a media conglomerate, has recently been promoting a new targeted advertising feature that utilizes audio recordings obtained from smart home devices. This revelation was made in a 404 Media investigation, which also revealed that CMG has partnerships with major tech companies such as Facebook, Google, Amazon, and Bing.

In November 2023, CMG presented a pitch deck to Google, Facebook, and other companies, in which they referred to the technology utilized for monitoring and active listening as “Voice Data.”The firm additionally discussed their utilization of artificial intelligence to gather information on consumers’ online actions.

404 Media was informed by Meta, Amazon, and Microsoft that they are not involved with CMG’s Voice Data tool. Additionally, Google removed the company from its list of partners after the report was published.

CMG openly acknowledges in a specific portion that their phones are indeed listening to them, and goes on to elaborate on how this information can be utilized by businesses to better target advertisements.

Image showing iPhone 15 Pro from the side — Unsplash

According to the company, we are surrounded by smart devices at all times, typically within two inches of us. This means that when we discuss our weekend plans, kitchen remodeling needs, or the best SUV model for our family, the device is likely within hearing distance. The presence of these devices extends to many other aspects of our lives as well.

“By identifying their target audience, small businesses can effectively direct their advertisements with greater precision, minimize unnecessary spending, and expand their reach.”

The origin of the voice data used by CMG is not mentioned in the deck. It is unclear whether it is obtained from a specific type of smart TV, a smart speaker, or a smartphone with a particular app.

It is important to mention that the majority of phones, regardless of their operating system being Android or iOS, currently inform users when an app is using the microphone. This is indicated by a green light on Android devices and an orange light on iPhones, located in the upper right corner.