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The mere suspicion that people had about their smartphones eavesdropping on their conversations as ads for the products they just discussed would start popping up is now confirmed to be true.
A recent report from 404 Media exposes smartphones being loaded with Active Listening software. It is a technology that allows smartphones to detect conversations through their microphones and collect data from users in real time.
Active listening software is being utilized by marketing companies that have clients like Google and Meta. Data accumulated will be the target for sending appropriate personalized advertisements.
According to the 404 report, Cox Media Group's leading media player deploys AI-fueled Active Listening software to track and monitor conversations. This software pulls in data from over 470 sources, marrying up voice data with users' online behaviors and creating robust profiles. Such profiles will help advertisers target users with ads concerning their current interests and intentions. For example, if one talks about purchasing a coffee machine, the software may then prompt a pop-up ad of the machine in question from that conversation.
The disclosures have sparked responses from tech giants. Meta has initiated an investigation into its terms of service to ensure that user data has not been collected inappropriately by the marketing company. They are examining whether there has been any breach of data privacy policies.
Amazon, on its part, has tried to distance itself from the controversy, denying its involvement and informing that it will not work with the marketing firm anymore. It has warned that it will take necessary legal action against those partners who are found breaching its data privacy standards.
The revelation has raised serious privacy concerns. Media Cox Group, in its retracted statement, contended that users unconsciously agree to Active Listening technology through terms-of-service agreements at the time of downloading or updating apps. This means that consent for such invasive practices is generally buried in fine print that users rarely read.
Active Listening software confirmation has also raised a big debate related to data privacy and privacy breach laws and policies. With users being more conscious of how their conversations are monitored and used for targeted advertising, tech companies continue facing growing pressure to address such concerns and ensure transparent data practices.
So it's no surprise that many governments around the world are tightening the noose on data privacy laws and how data is being used by tech companies.
For example, in a landmark move, US lawmakers have reached a bipartisan agreement on a comprehensive data privacy bill that promises to reshape the landscape of digital rights and consumer protections. The proposed legislation, which has been in the works for several years, aims to limit the collection and use of personal data by technology companies while empowering Americans with greater control over their information. Read More
