A leaked pitch deck from one of Facebook’s alleged marketing partners suggests that smartphones may indeed be listening to people’s conversations to serve better ads, a long-standing suspicion among millions of users. According to the leak, the marketing firm, Cox Media Group (CMG), utilizes “Active-Listening” software to analyze real-time intent data by eavesdropping through microphones on smartphones, laptops, and home assistants. The pitch claims advertisers can combine this voice data with behavioral data to target “in-market” consumers—those actively seeking to purchase specific products or services.
The pitch deck highlights CMG’s major clients, including tech giants Facebook, Google, and Amazon, suggesting these companies might be employing the Active-Listening service to refine their advertising strategies. The leaked slideshow was first revealed to reporters at 404 Media, sparking significant concerns about privacy.
In response to the leak, Google removed CMG from their Partners Program. Meta (Facebook’s parent company) swiftly issued a statement to DailyMail.com, asserting that Meta does not use phone microphones for ad targeting and has been transparent about this for years. The spokesperson also noted that Meta is seeking clarification from CMG to ensure that its program does not use Meta data. Similarly, Amazon denied ever working with CMG on this program but left the door open for action if any partner was found violating its rules.
The leaked documents illustrate a six-step process through which CMG’s software collects voice data, although it’s unclear if the software is listening continuously or only during specific moments, such as during a phone call. Advertisers can then leverage these insights to push targeted ads based on what people are talking about or searching for—like seeing Toyota ads after discussing cars.