Companies want to know what potential customers are searching for online. Using this information, they can target each Internet user with an ad for a product or service that is relevant to their search query.

But people don’t always search online for everything they want or need to buy. What if these companies could listen to the everyday lives of potential customers and target them with advertising based on their needs? talk about?

Marketers at media giant Cox Media Group (CMG) have pitched this idea to potential advertising partners, according to a report by 404 MediaThe tech news channel recently received a November 2023 pitch deck from CMG detailing its Active Listening service and how it can target ads on smart devices such as smartphones, smart speakers and smart TVs.

“What would it mean for your business if you could reach out to potential customers who actively talk about their need for your services in their daily conversations?” it says at the beginning of the CMG sales pitch“No, it is not a Black Mirror Conclusion – it is voice data and CMG has the capabilities to use it to your business advantage.”

The pitch deck further mentions that it is legal for companies to listen to users and collect this data.

“Creepy? Sure. Great for marketing? Absolutely,” says CMG in its sales pitch.

Last year, 404 Media reported to promote Active listeningthe use of microphones in smart devices to listen in on users for targeted advertising. The outlet received the pitch deck just last week.

Internet users have long speculated that Big Tech companies like Google, Microsoft, Amazon and Facebook-owned Meta are eavesdropping on them. And now we have evidence that CMG’s marketing team is promoting these kinds of services to advertisers. As 404 Media points out, CMG has current or past partnerships with all four of these Big Tech companies.

So what’s going on here?

Big Tech responds to CMG’s active listening

Mashable contacted all four Big Tech companies mentioned in 404 Media’s report on CMG’s Active Listening Pitch Deck. We received a response from all of them – Meta, Amazon, Google, and Microsoft. Each company issued a statement denying working with CMG to target ads in this way.

“Meta does not use your phone’s microphone for advertising and we have been public about this for years,” a Meta spokesperson said in a statement provided to Mashable. “We are reaching out to CMG to get them to clarify that their program does not rely on metadata.”

Meta told Mashable that it was investigating whether CMG may have violated Facebook’s terms of service. The company said it would take action if necessary. A spokesperson also gave Mashable a Article from 2016 published by Facebook and that the company does not use the microphones on users’ phones for advertising purposes.

Amazon, Google and Microsoft also opposed participating in CMG’s active listening.

“Amazon Ads has never partnered with CMG on this program and has no plans to do so,” an Amazon spokesperson told Mashable.

“All advertisers must comply with all applicable laws and regulations, as well as our Google Ads policies. If we identify ads or advertisers that violate these policies, we will take appropriate action,” a Google spokesperson said in a statement to Mashable.

“We are investigating the case and will take all necessary actions in accordance with our policies,” a Microsoft spokesperson said.

While all responding companies denied participating in the advertising program, privacy concerns about smart home devices are sure to continue among consumers.