A new investigating by a media group has revealed that some of the most popular advertising companies are using the built-in microphones in smartphones, smart TVs, and other devices to show you targeted ads

A review report by Cox Media Group (CMG) has uncovered that advertisers, including CMG, can eavesdrop on ambient conversations via built-in microphones in smartphones, smart TVs, and other devices.

This information is then utilized for targeted advertising, a practice referred to as “Active Listening.” CMG claims to analyze real-time casual conversations to pinpoint potential customers and enhance targeted advertising.

CMG has published a paper on its website titled “How Voice Data works and how you can use it in your business,” promoting the use of voice data for business advantage.

The company highlights the benefits of targeting potential clients who discuss their needs in day-to-day conversations, emphasizing the ability to leverage voice data for marketing purposes.

The paper acknowledges the potential creepiness of such practices but underscores their effectiveness for marketing.

It implies that smart devices are within earshot during conversations about personal plans or preferences, enabling advertisers to tailor their strategies accordingly.

This revelation aligns with users’ longstanding suspicions that their phones might be listening to their conversations.

Instances where individuals discuss a topic, only to later see ads related to that topic on social media, have fueled these concerns.

CMG’s report promotes the use of Artificial Intelligence (AI) for “Active Listening” to identify relevant conversations across various devices.

Once the target audience is identified, the company claims to display advertorials through streaming televisions, YouTube, and search engines like Google and Bing.

While this practice raises significant privacy concerns, CMG asserts that it is legal, as users typically provide consent through terms and conditions during software updates or app downloads.

However, the report is likely to intensify scrutiny over privacy issues and may lead to legal discussions regarding the ethics and legality of such data collection practices.

As of now, there is limited information on whether other advertisers employ similar tools and the specifics of how data is collected. The report highlights the need for further exploration of these practices and potential legal implications surrounding user consent and privacy violations.