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Hundreds of smartphone apps are monitoring users through their microphones
(www.the-independent.com)
This is a most excellent place for technology news and articles.
If it's trying to figure out if you're watching Stranger Things it can look for when you're stationary at home and just needs to record a few seconds at a time every few minutes. I don't know how the fingerprinting works. It might be able to run locally and not use a ton of power. We're talking Shazam, not full text transcription.
Here's the thing. If you watch that, Netflix know your IP. If you're on an Android TV box, Google will know your IP.
Odds are your phone is on the Wifi. Linked through IP. Now you get ads for Stranger Things on your phone. It doesn't need to listen because everything is so leaky. You are linked on so many devices.
Yeah, Netflix knows I'm watching Stranger Things. But afaik they don't sell that information. And even if they do, there's still reason for this company to try to get it themselves for cheaper. And they know something else about you based on these crappy apps they're embedded in. So that's all extra data points they can cross reference and get even more data.