In his latest episode of “The Joe Rogan Experience,” whichcame out earlier today, Joe Rogan, who has Chad Daniels on as a guest, shared a concern that has crossed many of our minds at some point: Is Google eavesdropping on us through our phones?
The catalyst for this conversation was an eerie incident where Joe started seeing ads for purses right after discussing them with his wife. He hadn’t searched for purses online or mentioned them in any emails, yet they were popping up in his Google News feed.
I have also experienced this firsthand on more than one occasion. The most recent one was a year ago when I saw a particular product in a household tools store, came home, loaded up my phone, and immediately saw an ad for this product that I saw in the store. It wasn’t like a well-known product or anything like that. I mean, the chances of it happening were probably next to zero, so in that case and the ones before, I also suspected the very thing that Joe expressed on his podcast.
But before we jump to conclusions, let’s break down what might be happening here.
At the core of Joe’s concern is targeted advertising, a technique where ads are tailored to individuals based on their interests, behaviors, and conversations. Companies like Google use sophisticated algorithms to serve these personalized ads, but is it possible they’re listening to our conversations?
Google and other tech giants have repeatedly denied eavesdropping on users’ conversations for ad targeting. Instead, they attribute the accuracy of their ads to different, albeit equally sophisticated, tracking methods.
In 2019, the BBC also reported on this. A mobile security company, Wandera, investigated the popular conspiracy theory that tech giants like Google and Facebook secretly listen to conversations for targeted advertising. Through controlled experiments with Samsung and Apple phones, playing specific audio ads in one room while keeping another room silent, Wandera found no evidence of secret audio-based data transfer.
Despite the prevalent belief and anecdotal evidence shared on social media, the study concluded that tech companies are not actively eavesdropping on our conversations. Instead, sophisticated data aggregation and profiling methods, like analyzing browsing history and location data, are likely responsible for the eerily accurate targeted ads.
The power of data aggregation
One plausible explanation for Joe’s experience is data aggregation. Here’s how it works: when multiple devices share the same IP address—like those in a household—advertising networks can link activities from these devices to build a composite profile. This profile might include search history, browsing habits, and even offline purchases linked through loyalty programs.
For instance, if Joe’s wife searched for purses on her device while connected to their home Wi-Fi, this interest could be linked to their shared household profile. Consequently, Joe might start seeing ads for purses, even if he personally hasn’t shown any interest in them online.
Cross-device tracking
Cross-device tracking is another method that could explain Joe’s situation. This technique matches identifiers from different devices to the same user or household. If someone in Joe’s household is interested in purses, this interest could be detected and shared across devices, leading to targeted ads appearing on Joe’s phone.
Legal and privacy considerations
Joe pondered the legality of this kind of tracking and whether he might have inadvertently opted into it. Many apps and services have terms of service agreements that users often skip reading. These agreements typically outline data collection practices, including using data for targeted advertising.
This also applies to Google, which has extensive privacy terms of service that most users likely haven’t fully read. Hidden within these lengthy documents are permissions that allow for comprehensive data collection, contributing to the detailed profiles used for targeted ads. It’s a reminder that by merely using these services, users often consent to complex data-tracking tactics without even realizing it.
Privacy policies often request permission to access various features, including the microphone, for legitimate functions. However, this does not mean the microphone is continuously used for ad targeting. Companies like Apple have taken steps to enhance user privacy, implementing features like App Tracking Transparency (ATT), which requires apps to ask permission before tracking user activity across other apps and websites.
A conclusion that’s not so clear-cut
Joe Rogan’s experience is not unique. Many users have similar stories where ads align too closely with offline conversations. While the notion of phones actively listening to us for ad targeting is a common suspicion, no conclusive evidence supports it. Instead, the more likely explanation lies in the sophisticated data tracking and aggregation techniques employed by tech companies.
Whether through shared IP addresses, cross-device tracking, or detailed user profiles built from various data points, these methods can create the uncanny feeling that our devices are spying on us. This is a reminder of the pervasive reach of digital advertising and the importance of being aware of the data we share, knowingly or unknowingly.
It’s worth mentioning that there has been at least one concrete case where a company admitted to using advanced technologies to listen in on conversations through smart devices for targeted advertising. In December 2023, Cox Media Group revealed in a blog post that their “Active Listening” technology could leverage microphone data from smartphones and smart speakers to analyze conversations and serve relevant ads.
Although the post was quickly deleted, it highlighted how some companies might push the boundaries of privacy. Cox Media Group later clarified that they rely on third-party anonymized data.
