Yes… but also no.
Here’s a scenario: you’re having a conversation with someone about something — say coffeemakers. Shortly after the conversation ends, you see ads for coffee makers. Lots and lots of coffeemaker ads.
Was someone listening? Did they use what they “heard” to target you with advertisements?
It’s extremely unlikely for several reasons, but I know there are many people who are absolutely convinced it’s happening.
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Is my smartphone listening?
Smart devices are always listening for wake-up words like “Alexa” or “Hey Google,” but they don’t constantly share audio. Advertisements following discussions are usually due to data from other sources, like location or online activity, not device eavesdropping. For more privacy, pay attention to app permissions.
Always listening? Yes.
If you’re using a smart voice-controlled device like an Amazon Echo, or you have an assistant app running on your smartphone that responds to your voice, then of course they’re listening. Constantly. They have to listen in order to do what you expect of them.
They listen for certain wake-up words like “Alexa” or “Hey Google”. That’s the only thing they’re listening for. This is one of the reasons the number of wake-up words you can select from is so limited. (If it’s even configurable. Most devices aren’t able to listen for some arbitrary phrase you make up, though I expect they will someday.)
Once the device hears the wake-up word, it presumably sends the audio it’s hearing to the corresponding service’s server for processing so it can respond to your request.1
So, yes, the devices are always listening, but only for their wake-up words. Nothing goes any further until that word is heard.
Always sharing: no
Even though the devices are constantly listening, as I said, the audio goes no further than the device until it’s woken up.
This is easy to confirm: watch your data usage. Always sharing your audio would mean constantly uploading the audio to the service. That’s a lot of data, and you’d almost certainly notice, especially if it’s a mobile device and you’ve got a limited data plan.
You can also test it yourself, as I and friends have. Within earshot of the device you’re concerned about, have a brief conversation about something you’ve never discussed before, never searched for before, and never purchased before. Something you’ve never expressed any interest in whatsoever. Then see if the ads follow you. If they do, it’s almost always because one of those “nevers” I just mentioned actually happened.
It’s also easy for professionals to confirm. Tools like WireShark can be used to monitor network traffic. While the traffic itself might be encrypted, the amount of traffic and its source are easily determined.
Needless to say, in all the years these rumors have been making the rounds, no one has confirmed that your device is reporting your conversations.
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There’s more data “leaking” from your device and activities than you might realize; audio need not be involved at all for your personal preferences and plans to be shared.
Let’s look at car shopping. You visit a car dealer, and shortly thereafter, you start seeing ads for that brand of car because your location was shared.
Or perhaps you make a purchase at a large department store and start seeing ads for things popular at that store — coincidentally, maybe even the product you bought. By and large, your location is always being shared.
Another example is research. You talk about buying that coffeemaker, and as part of that discussion, you grab your phone and do some online research. It’s not the discussion but the research that exposes your interest. Many people forget that a simple search exposes your interest. They prefer to believe the more sensational “always listening” conspiracy theory.
Sometimes it’s other apps
Particularly on mobile devices, every app you install to which you allow microphone access can misuse that access. I’d be shocked if it dovetailed into targeted advertising, but it’s possible.
The key here is to only install apps from reputable sources. Always take the time to understand what you’re installing. Pay careful attention to what permissions you give it. These are easy to overlook in the heat of the moment and the urgency of installing that latest new app.
Sometimes it really is a coincidence
And, yes, coincidences happen. They’re bound to.
But more often than not, it’s simply a result of information advertisers have collected that allows them to target you (or your device or your account) with ads specific to your interests. It gets spooky when those interests seem to be updated instantaneously.
Creepy?
Regardless of how it happens, it feels creepy. I tend to just laugh, but many people are concerned about what this type of occurrence implies.
I continue to maintain that you and I aren’t interesting enough for the expense of tracking us as individuals.
However, as anonymous people who visited a Toyota dealer or bought a coffeemaker, we’re very, very valuable.
But it’s not the audio that’s making that happen.
Do this
Of all the privacy issues you can worry about — and for many people, there are many — I believe you can take audio off the list. What we attribute to being listened to is explainable in some completely different way in nearly all circumstances.
Regardless, do pay attention to the permissions you grant these devices, particularly for data sharing. If there’s a way to restrict that without losing the functionality you need, it might be a good idea.
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Footnotes & References
1: I’ve heard unsubstantiated comments that they include audio from a few seconds before the wake-up word was heard for context. Not sure if I believe this, but it seems possible.
I keep the GPS turned off on my phone. I don’t do it for privacy. GPS is a major battery drain and unless I want directions, I don’t need it sucking the life out of my battery. But if privacy is a concern, you can turn it off when you aren’t using it. Also turn of WiFi when you are out and not using it.
Yes, the voice ad thing has happened to me after a phone call, more than once, but, I have found a big offender, of information sharing, is your credit card swipe. After I purchase something, such as my grocery list, those products usually appear in my YouTube ads.
Are you interesting as an individual? You bet! Your insurance company, wants to raise or cancel your premium. Your bank wants to micro-manage your credit worthiness, and your health insurance company wants to deny existing conditions, and sell your valuable medical info and DNA to the medical world.
Your personal data, affects renting a home, borrowing money, getting a job, and getting health insurance in the U.S.