Cox Media Group (CMG), a major player in the media industry, is facing backlash over its advertising strategy known as “Active Listening.” A presentation obtained by 404 Media reveals that CMG claims to target ads based on conversations captured by device microphones. The company lists Facebook, Google, Amazon, and Bing as partners in this controversial approach.
The leaked presentation, which was shared with potential clients, details how CMG uses voice data to create targeted advertising strategies. This follows an earlier report by 404 Media, which first exposed the existence of Active Listening in December. Despite CMG’s attempt to remove the related content from its website, the presentation shows how the company has marketed this invasive technique.
The presentation suggests that advertisers can use voice data alongside behavioral data to better target consumers. CMG listed Facebook, Google, and Amazon as clients of its Active Listening service, but these tech giants are now distancing themselves from CMG. After 404 Media inquired about the partnership, Google removed CMG from its Partners Program. Facebook’s parent company, Meta, has announced it is reviewing its relationship with CMG to ensure compliance with its policies. Meanwhile, Amazon has denied any involvement, stating that its Ads division has never engaged with CMG on this program and has no plans to do so.
Controversy and Legal Questions
This is not the first time CMG has been criticized for Active Listening. This leak marks the third instance within a year that 404 Media has reported on CMG’s practices. Previous reports have highlighted similar invasive technologies discussed openly by marketing firms and CMG’s own claims about Active Listening.
A now-deleted blog post from CMG in November 2023 attempted to justify the practice by claiming that device listening is legal if included in the fine print of terms of service. CMG has not clarified how it obtains voice data but asserts it can identify “ready-to-buy” consumers and create targeted ads based on their interests. The company charges $100 per day to target a 10-mile radius and $200 for a 20-mile radius. Despite boasting about partnerships with major tech firms, these claims are being questioned as companies distance themselves from CMG.
Industry Reactions and Privacy Concerns
The controversy raises significant concerns about privacy and the use of technology in advertising. Many users have noticed targeted ads after discussing specific topics near their devices, even without prior searches. This phenomenon, coupled with CMG’s exposure, suggests that invasive advertising practices may be more widespread than previously acknowledged.
The normalization of such practices through social media jokes and memes reflects a troubling desensitization to privacy violations. Despite growing awareness, the lack of effective enforcement allows these practices to persist unchecked.
Call for Stricter Regulations
The CMG scandal underscores the urgent need for clearer regulations and stricter enforcement in digital advertising. It highlights the ethical and privacy issues associated with advanced advertising technologies. As CMG and its partners navigate the fallout, there is a pressing need for increased transparency and accountability in the industry.
Regulators and lawmakers should scrutinize how companies collect and use data, particularly regarding potentially invasive methods like eavesdropping on conversations. Consumers must also be vigilant, thoroughly reviewing terms of service and advocating for stronger privacy protections.
