In Leak, Facebook Partner Brags About Listening to Your Phone’s Microphone to Serve Ads for Stuff You Mention

"We know what you're thinking. Is this even legal?"

Actively Creepy

In a pitch deck to prospective customers, one of Facebook's alleged marketing partners explained how it listens to users' smartphone microphones and advertises to them accordingly.

As 404 Media reports based on documents leaked to its reporters, the TV and radio news giant Cox Media Group (CMG) claims that its so-called "Active Listening" software uses artificial intelligence to "capture real-time intent data by listening to our conversations."

"Advertisers can pair this voice-data with behavioral data to target in-market consumers," the deck continues.

In the same slideshow, CMG counted Facebook, Google, and Amazon as clients, though it didn't specify whether they were involved in the "Active Listening" service. After 404 reached out to Google about its partnership, the tech giant removed the media group from the site for its "Partners Program."

A Meta spokesperson also pushed back in a statement, saying that CMG was a general partner, not a partner in the program advertised in the deck.

"Meta does not use your phone's microphone for ads and we've been public about this for years," the statement read. "We are reaching out to CMG to get them to clarify that their program is not based on Meta data."

And an Amazon spokesperson told 404 that its Ads arm "has never worked with CMG on this program and has no plans to do so."

Ill-Fated Admissions

This latest leak marks the third time in a year that 404 has reported on CMG's shady voice targeting service. Last December, the independent news site not only put a marketing company on blast for boasting about such creepy tech on its podcast, and also revealed the existence of CMG's Active Listening feature.

Together with this latest update to the CMG saga, these stories bolster longstanding suspicions about advertisers using our phones to listen to us.

"We know what you're thinking. Is this even legal?" a since-deleted Cox blog post from November 2023 noted. "It is legal for phones and devices to listen to you. When a new app download or update prompts consumers with a multi-page term of use agreement somewhere in the fine print, Active Listening is often included."

Beyond taking a big game, CMG did not cop to how it acquires its alleged voice data, instead saying only that it can identify users who are "ready-to-buy" and create targeted ad lists based on their interests. For this service, the media group that specializes in hyperlocal news charges $100 per day to target folks in a 10-mile radius, and $200 per day to target those in a 20-mile radius.

CMG didn't respond to questions about the story.

Given that the company boasted about it on its public — and still archived — website before anyone began paying attention, however, it seems like it would be pretty hard at this juncture to deny that it was charging for its eavesdropping services.

Updated with a denial from Meta that it's involved in the Active Listening program.

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