For years, many people believed their phones listened to their chats. Now, a company admitted this is true. The company that works with big tech firms said it uses phone mics to gather data. This data is then used to show us targeted ads based on our conversations.
For instance, if you told your mom, you were buying a coffee maker, your phone probably heard you. Soon after, your phone showed many ads for coffee makers. What seemed like a coincidence is now a deliberate strategy. This is done with advanced technology called Active Listening Software.
Active Listening Software is a technology that picks up live data through your phone’s microphone. It listens to users’ conversations. A report says Cox Media Group told investors that its Active Listening tech uses AI to listen and catalog conversations. This lets advertisers understand user behavior and intent. In other words, the software eavesdrops on conversations for data.
The marketing firm says this tech lets advertisers combine audio recordings with behavioral data. This lets them target ads. The tech listens to what people say and tracks their online actions. This gives a full idea of consumer interests. This AI software collects and analyzes data from over 470 sources.
This is the third time 404 Media reported on Active Listening technology in the past year. In December, the media firm first revealed how a marketing company was promoting this invasive tech on its podcast.
It also exposed Cox Media Group’s secret use of Active Listening software. This unpopular practice of listening to users’ conversations to collect sensitive data was brought to light.
The news about Active Listening software worried major corporations. Meta, formerly Facebook, and Amazon are among them. These companies aim to protect user data and their reputation during the leak.
Web Meta’s Response: Meta is looking into the marketing company’s terms of service. They want to see if user data was collected and resold without consent. If Meta finds the agency broke any agreements or misused user trust, they will take serious action against the firm. As a large company, Meta takes this issue seriously. They want to make sure user information is not misused or used without their permission.
Response of Amazon: Amazon has said it had no part in the data privacy issues of the marketing firm. It made clear it would not work with that company. Amazon also issued a strong warning. It said it would take legal action without interference if any of its partners broke the rules about protecting user data and privacy.
The issue of app data sharing is complex. Recently, Cox Media Group said that each time a user downloads or updates an app, they agree to the Active Listening technology, even if they don’t realize it. This is a tricky area without a clear answer.
The question is whether this is legal. Yes, it is legal for phones and devices to listen to you. This is because when you download or update an app, you get a long user agreement. The agreement often includes a section on active listening. By checking the “I agree” box, you consent to this.
This means the Active Listening software exists. But its functionality is hidden in the terms of use. Only a few people read these complicated terms. Users quickly agree to the terms. This lets their devices listen to their conversations and behaviors without their full knowledge.
Active Listening software raises privacy issues as it collects personal information without permission. This software can record conversations and combine them with online data. This makes it useful for sending targeted ads on users’ devices.
However, it’s also a threat to personal privacy. Many users may not even know that they agreed to such invasive practices. They may think their devices only listen when given a command like Hey, Siri or Okay, Google.
This technology puts people at risk of their information being leaked. It can record data from 470 sources. If these sources are not properly secured, people could become targets for hackers. This would lead to the leaking of confidential information.
It is challenging to defend against such advanced technology, but it can be done by following some steps to reduce the amount of info your gadgets pick up. Here is how to do that:
Conclusion
Active listening software is becoming a key tool for advertisers to improve ad relevance and personalization. By collecting voice data, brands can leverage this information through various digital marketing strategies like behavioral targeting and contextual advertising. These strategies aim to show users ads that align with their needs, desires, or interests based on their real-time conversations.
In regards to the growing privacy concerns, by paying more attention to the permissions of different apps and thoroughly reading the terms and conditions, users can lower the risks of their private talks being used for targeted ads. Apps need access to certain data to work.
However, some apps use this data to show ads. Users should check what an app wants to access and how it will use that data. Taking the time to read the app’s terms and conditions can help people understand how their information might be used. This can help reduce the chances of their private conversations being exploited for advertising.
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