Many of us often find ourselves in the uncomfortable position of seeing an advert on social media for a specific product, shortly after we were speaking to friends or family about that very same product. Even though social media companies like Meta, which owns Facebook and Instagram, and platforms like YouTube claim that they are not listening to your conversations through your iPhone or Android devices, you aren’t alone if you feel uneasy after seeing an ad for a new flavoured gin or that trip to Bali that you were just thinking of planning.
Now it’s been confirmed by experts from NordVPN that advertisers could certainly be snooping on your conversations.
Their new research suggests that by using a clever technique known as ultrasonic cross-device tracking, companies are able to monitor our data through microphones.
Through this technology, our phones can often pick up conversations happening in the background, and companies then use this data to send us personalised information.
NordVPN warned that this cross-device tracking method involves apps using ultrasonic “audio beacons” which are sounds that can’t be heard by the human ear.
In a blog post they explained: “For example, you may be watching TV when an ad for toothpaste comes on. Without you knowing, the TV ad contains embedded ultrasonic beacons. While the ad plays, your phone’s microphone listens to the beacons (if it has the right permissions).
“You pick up the phone, go on social media, and see the same ad you’ve just seen on TV. Coincidence? No, just highly advanced and elaborate marketing.”
NordVPN recently conducted a survey, in which they found that cross-device tracking involving ultrasonic beacons is a widespread issue, with 45 percent of respondents in the UK saying that they have noticed ads pop up soon after speaking about a product or hearing about it on TV.
If this technology leaves you uneasy, you’re not alone, as 13 percent of Britons also reported feeling “scared” after noticing these ads.
Interestingly, 12 percent of Americans surveyed noted that said they felt “special/important” after seeing these targeted ads, and 20 percent said they were happy to receive such precise ads.
Based on the survey, this problem was most noticeable on your smartphone, and fortunately, there are ways you can restrict your device’s access to prevent such ads if you wish.
While you can’t stop ultrasonic beacons from emitting sound frequencies around you, NordVPN advised the following steps to reduce cross-device tracking:
Review your app permissions: You can restrict your devices from listening, by going to app permissions in settings and restricting apps that you feel don’t require microphone access.
Read privacy policies carefully: Even though it is tempting to skip it, reviewing an app’s privacy policy can protect you from your phone “eavesdropping” on you. See if the privacy policy mentions your phone’s microphone and for what purpose it will be used.
Use a VPN: Using a VPN secures your internet traffic with encryption and masks your IP address, hiding your internet activity from your internet service provider, governments, and other third parties.
While a VPN won’t stop your phone from listening in on your conversations, it will enhance your overall security in other manners.