Overview

The CMG Active Listening scandal involves Cox Media Group (CMG), a major American media company, which admitted to using „Active Listening“ technology that allegedly captures conversations through smartphone microphones and smart devices to target users with hyper-specific advertisements^[1][2][3]. This revelation has sparked significant controversy and prompted responses from major American tech companies.

American Tech Companies Listed in CMG’s Presentations

Companies Named as Partners

According to leaked CMG pitch decks obtained by 404 Media, the following American tech giants were explicitly identified as CMG partners or clients in their Active Listening program^[4][5][6]:

• Google (including Google Ads and Bing search)
• Meta (Facebook’s parent company)
• Amazon (Amazon Ads)
• Microsoft (including Bing search engine)

Tech Company Responses and Denials

Google’s Response:
Google took the most decisive action, removing CMG from its Partners Program immediately after the 404 Media report was published^[1][4][5]. A Google spokesperson stated: „All advertisers must comply with all applicable laws and regulations as well as our Google Ads policies, and when we identify ads or advertisers that violate these policies, we will take appropriate action“^[6].

Meta’s Response:
Meta denied any involvement in the Active Listening program and announced an investigation into whether CMG violated Facebook’s terms of service^[7][4]. A Meta spokesperson told Newsweek: „Meta does not use your phone’s microphone for ads, and we’ve been public about this for years. We are reaching out to CMG to clarify that their program is not based on Meta data“^[8][9].

Amazon’s Response:
Amazon completely denied any collaboration with CMG on the Active Listening program^[4][6]. An Amazon spokesperson stated: „Amazon Ads has never worked with CMG on this program and has no plans to do so“^[9][10].

Microsoft’s Response:
While Microsoft was mentioned in the pitch deck as a partner through its Bing search engine^[4][11], the company has not provided a public response to the allegations at the time of these reports.

Apple’s Response:
Although not directly implicated as a CMG partner, Apple responded to the controversy by clarifying that such practices would violate its App Store guidelines^[12]. Apple emphasized that apps must request „explicit user consent and provide a clear visual and/or audible indication when recording, logging, or otherwise making a record of user activity“^[12].

How the Active Listening Technology Allegedly Works

According to CMG’s marketing materials, the Active Listening system operates by^[1][13][14]:

1. Real-time voice data collection through smartphone microphones, smart TVs, and other connected devices
2. AI analysis of conversations to identify consumer intent and purchasing signals
3. Data integration with behavioral data from over 470 sources
4. Targeted advertising delivery through various platforms including streaming services, social media, and search engines
5. Geographic targeting within 10-mile ($100/day) or 20-mile ($200/day) radius

CMG’s pitch deck boldly stated: „Yes, Our Phones Are Listening to Us“ and claimed the technology could „identify buyers based on casual conversations in real-time“^[14][15][9].

Legal and Privacy Implications

The scandal has raised significant legal and privacy concerns^[16][17]. Senator Marsha Blackburn sent letters to CMG, Google, and Meta demanding answers about the extent of Active Listening deployment and requesting copies of the investor presentation^[17].

CMG initially defended the practice as legal, claiming that microphone access permissions are typically buried in the fine print of lengthy terms of service agreements that users rarely read thoroughly^[14][18]. However, privacy experts note that such practices would likely violate GDPR regulations in Europe and potentially face legal challenges in various US jurisdictions^[19][16].

Current Status

Following the public backlash, CMG has:

• Removed all references to Active Listening from its website^[3][20]
• Claimed the presentation contained „outdated materials for a product that CMG Local Solutions no longer offers“^[7][8]
• Stated that while the product „never listened to customers, it has been discontinued to avoid misperceptions“^[8]

The scandal has reignited long-standing consumer suspicions about device surveillance and targeted advertising, with many users reporting eerily accurate ads that seemed to reflect their private conversations^[13][21][22].

1. https://hackerdose.com/news/leak-expose-media-giants-listening-software/
2. https://variety.com/2023/digital/news/active-listening-marketers-smartphones-ad-targeting-cox-media-group-1235841007/
3. https://www.emarketer.com/content/cox-media-active-listening-pitch-deck-ad-targeting-privacy
4. https://mashable.com/article/cox-media-group-active-listening-google-microsoft-amazon-meta
5. https://www.404media.co/heres-the-pitch-deck-for-active-listening-ad-targeting/
6. https://timesofindia.indiatimes.com/technology/tech-news/are-smartphones-listening-to-your-conversations-what-google-facebook-and-amazon-have-to-say/articleshow/113059862.cms
7. https://www.newsweek.com/phone-voice-assistants-active-listening-consent-targeted-ads-1949251
8. https://www.tasnimnews.com/en/news/2024/09/08/3155089/cmg-leak-unveils-controversial-active-listening-ad-technology
9. https://innovationsbrandinghouse.com/articles/so-our-phones-are-listening-after-all/
10. https://news.itsfoss.com/ad-company-listening-to-microphone/
11. https://winbuzzer.com/2024/09/05/ad-firms-pitch-deck-shows-phones-listen-for-targeted-ads-xcxwbn/
12. https://www.imore.com/apple/apple-responds-to-claim-active-listening-can-hear-your-phone-conversations-and-use-them-to-target-you-with-advertising-calls-it-a-clear-violation-of-app-store-guidelines
13. https://cybersecurityasia.net/how-advertisers-using-ai-listen-conversation/
14. https://www.sify.com/ai-analytics/active-listening-feature-on-phones-raises-privacy-concerns/
15. https://cybernews.com/tech/your-phone-listening-in/
16. https://p4sc4l.substack.com/p/gpt-4o-it-is-very-likely-that-cmgs
17. https://www.blackburn.senate.gov/2024/9/issues/technology/blackburn-probes-big-tech-platforms-after-cox-media-group-admits-it-listens-to-users-phone-conversations
18. https://hwbusters.com/news/smartphones-are-spying-cox-media-group-admits-to-using-microphones-for-targeted-ads-without-user-knowledge/
19. https://www.linkthat.eu/en/2024/10/active-listening-on-the-smartphone/
20. https://www.cmswire.com/digital-marketing/active-listening-the-controversial-new-ad-targeting-tactic/
21. https://nevtis.com/the-dark-side-of-targeted-advertising-facebook-partner-admits-to-using-smartphone-microphones-for-listening/
22. https://www.independent.co.uk/tech/is-my-phone-listening-to-me-ad-microphone-privacy-b2606445.html
23. https://www.sundogit.com/blog/big-tech-company-admits-its-listening-to-you/
24. https://www.techdirt.com/2024/08/29/cox-caught-again-bragging-it-spies-on-users-with-embedded-device-microphones-to-sell-ads/
25. https://www.ghacks.net/2024/09/04/report-alleges-that-microphones-on-devices-are-used-for-active-listening-to-deliver-targeted-ads/
26. https://www.musicbusinessworldwide.com/tiktok-names-six-certified-sound-partners-including-songtradr-massivemusic-and-unitedmasters/
27. https://www.storyboard18.com/how-it-works/cox-media-group-claims-to-have-capability-to-listen-to-ambient-conversations-of-consumers-for-targeted-ads-19154.htm
28. https://mashable.com/article/tiktok-share-music-feature-apple-spotify
29. https://www.hbs.edu/ris/download.aspx?name=25-014.pdf
30. https://www.musicbusinessworldwide.com/tiktok-deepens-integration-with-spotify-and-apple-music-via-new-feature-that-lets-the-streamers-users-share-to-tiktok1/
31. https://forums.musicplayer.com/topic/191420-confirmed-companies-are-listening-to-what-you-say-out-loud-near-device-microphones/