Report Reveals How Amazon Uses Alexa Voice Data for Targeted Ads

From PC Mag: We already knew that Alexa collects more data than any other smart assistant, but a new report reveals how Amazon uses our voice data to serve targeted ads, and how it shares the data with 41 different advertising partners.

The research was carried out by a team of researchers from the University of Washington, UC Davis, UC Irvine, and Northeastern University, and is titled, "Your Echos are Heard: Tracking, Profiling, and Ad Targeting in the Amazon Smart Speaker Ecosystem."

As The Verge reports, the research team created personas to interact with Alexa using a range of different third-party skills. It was then possible to use statistical analysis to confirm each persona was served targeted ads on both Amazon's own platforms and the web. The research also revealed that the data being shared with Amazon's advertising partners takes the form of processed transcriptions, not the raw audio data.

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