A report from 404 Media has revealed that one of Facebook’s advertising partners, Cox Media Group (CMG), admitted to using smartphone microphones to listen to conversations, which are then used to deliver personalized ads. This “Active Listening” software captures real-time intent data from users’ conversations, which is paired with behavioral data to enhance ad targeting.
The report explains that platforms like Amazon, Facebook, and Google have utilized this software. Following the report, Google removed CMG from its Partner Program, and Meta (Facebook’s parent company) has begun reviewing its partnership with CMG to determine if it violated any terms of service.
While the legality of such practices is often questioned, CMG had previously noted in a now-deleted blog post that “Active Listening” is typically included in the fine print of app terms of service agreements. This suggests that users may unknowingly agree to allow apps to access their microphones when they accept the terms of use.
The report highlights the growing concerns over privacy and the invasive nature of data collection by major tech companies to serve more tailored advertisements.
