Users' calls are being eavesdropped on to target ads on Facebook and Google?

Social media users have probably come across ads that are exactly what they were searching for on the web or mentioned in a phone conversation. Social media platforms have always claimed that these "coincidences" are just due to their algorithms, but according to the siteWindows Central, things don't seem that simple.

According to a new report by 404 Media, marketing company Cox Media Group (CMG) admitted that it eavesdropped on users’ voice data using “Active Listening” software through smartphone microphones. They then used the data to target Facebook and Google ads to users. The company reportedly had access to more than 470 data sources, including Microsoft’s LinkedIn.

Notably, the case involving this company has been around since December 2023. Now, new details in a marketing plan presentation show that they also take advantage of AI capabilities to "collect data in real time by listening to user conversations" with the above software.

The plan also lists several companies, including Facebook, Google, and Amazon, as customers of the “Active Listening” service. In addition, the plan states: “Advertisers can combine voice data with behavioral data to target consumers in the market.” According to 404 Media, Google has removed this marketing company from its Partner Program.

Google's move prompted Meta to investigate and review the company's terms of service to determine whether it was using user data without consent.

Amazon has denied any involvement in the marketing firm’s activities. The e-commerce giant has warned that it will take legal action if it finds that one of its partners has violated its terms of service on privacy.

A now-deleted CMG blog post said: "We know what you're thinking. Is this legal? Actually, it's legal for phones and electronic devices to listen to you. When a new app download or update comes up with a terms of use agreement, somewhere in the many small print pages, there's information about Active Listening."

In other words, the company says it's legal to listen to users' calls if it's "built into" the terms of use.