Marketing Company Uses ‘Active Listening’ to Target Ads Based on User Conversations

The Introduction of Active Listening

A marketing company, Cox Media Group (CMG), has recently introduced a new technology called Active Listening. This technology claims to analyze microphone data from devices such as smartphones and tablets, specifically focusing on 'pre-purchase conversations.' CMG asserts that Active Listening can provide valuable insights for advertisers and help them target their customers more effectively. However, the blog post discussing this technology has been deleted from CMG's website, although an archived version is still available.

The Capabilities of Active Listening

CMG describes Active Listening as a tool that ensures no pre-purchased murmurs go unanalyzed. It aims to turn the whispers of consumers into a targeting tool for advertisers. The technology utilizes AI and the growing access to microphone data, enabling CMG to analyze voice data from user conversations.

Moreover, CMG claims that Active Listening allows advertisers to set specific keywords related to their products or services. By targeting users who have used these keywords in their conversations, advertisers can reach potential customers with higher precision.

The Legality of Active Listening

Addressing concerns over privacy and legality, CMG asserts that Active Listening is legal. They state that phones and devices are permitted to listen to users, as long as the terms of use agreement, including Active Listening, are disclosed within the app's fine print. However, it remains to be seen whether this technology and marketing approach are currently being implemented by CMG.

Privacy Concerns and App Transparency

While the claims made by CMG regarding Active Listening may raise privacy concerns, it is important to note that these claims have not been substantiated. Some individuals have previously speculated, without evidence, that apps like Facebook listen to conversations in order to deliver targeted ads. However, Facebook has consistently denied these allegations, stating that microphone access is only granted with user permission and when necessary for specific features like audio or video recording. Additionally, users have the option to disable microphone access for apps like Facebook and Instagram.

Apple has also taken steps to enhance transparency in recent years by requiring app developers to provide clear notifications when accessing a device's microphone or location data. For instance, iPhones now display an orange dot in the top-right corner of the screen to indicate microphone usage during activities like phone calls.

It's worth mentioning that CMG has not responded to Insider's request for comment regarding Active Listening and its implementation.

Overall, while Active Listening holds the potential to revolutionize targeted advertising, its current application and impact on user privacy remain uncertain. As the digital landscape continues to evolve, it is essential for marketers, advertisers, and technology companies to strike a balance between personalization and privacy.

Disclaimer: This article is based on the original article published on Business Insider.

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By: htenore@insider.com (Haley Tenore)
Title: Marketing Company Uses ‘Active Listening’ to Target Ads Based on User Conversations
Sourced From: www.businessinsider.com/cox-active-listening-claims-conversations-phones-target-ads-12-2023
Published Date: Fri, 15 Dec 2023 20:22:34 +0000