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Flanke 7 GmbH: Jamstack Websites + Performance Marketing

Have you ever noticed your smartphone showing ads for something you just discussed with someone? Almost as if your phone is listening to you? Sometimes it feels convenient, but it can also be intrusive and unsettling, leaving you with a lingering discomfort.

So, is your smartphone really listening?
We can’t answer for your specific device, but companies are increasingly relying on active listening software to monitor conversations via smartphone microphones and serve targeted ads. How does this technology work, what risks does it pose, and how can you protect yourself? Here’s what we found.

The term “active listening” originates from communication science and describes a method of focused listening, where the listener consciously pays full attention to the speaker to truly understand the message rather than just passively hearing it. This technique aims to foster deeper understanding and even prevent conflicts.

Active listening software, however, is a technological adaptation that captures and analyzes conversations through microphones on smartphones, laptops, and other devices. Unlike voice assistants like Siri or Alexa that only respond to activation words, active listening is always on, filtering out content that can be used for advertising purposes.

Originally developed for features like voice commands or machine learning, the technology’s potential for personalized advertising quickly became apparent, sparking intense debates over privacy and data protection.

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A Leak: How Companies Use Conversations for Ads

Is this just a sci-fi concept, or are we already living in such a world?
The truth is, it’s happening – and on a larger scale than you might think.

 revealed a leaked pitch deck from the Cox Media Group (CMG). It demonstrated how conversations near smartphones were being used to optimize ad targeting. Known as Predictive Audience Technology, the system combined voice data with behavioral data, such as search queries or website visits, to create detailed user profiles.

The pitch deck named Google, Facebook, and Amazon as partner companies, although they distanced themselves from this practice after the leak. The AI-powered technology analyzed the collected data to further personalize and refine ad targeting.

This example highlights how advanced AI models can process real-time conversations to generate ad targeting options for advertisers. However, many questions remain unanswered – for instance, whether the software activates only when the microphone is in use or if it runs constantly in the background.

Google promptly removed CMG from its partner program, 

:
“All advertisers must comply with applicable laws, regulations, and our Google Ads policies. If we identify ads or advertisers that violate these policies, we will take appropriate action.”

Amazon also clarified to online magazines like 

 that it was never involved in this program and has no plans to engage in such practices.

CMG publicly responded, asserting they had "never eavesdropped on conversations or accessed anything beyond aggregated, anonymized, and fully encrypted third-party datasets permitted for ad targeting." They also emphasized using data only with users' explicit consent.


The concerns surrounding active listening ads are obvious, but here’s a summary of why this practice raises serious issues:

Devices that continuously listen can capture sensitive information, such as discussions about finances or personal relationships. This data can be exploited by advertisers and, in cases of security breaches, by malicious actors.

Ads based on conversations can influence purchasing decisions without users realizing it, raising ethical concerns about manipulation.

Storing and transmitting audio data increases the risk of cyberattacks. Hackers could potentially gain access to private conversations.

Many people are unaware their devices may be listening, as microphone permissions are often granted unnoticed during app installation. While current laws require user consent for using data in advertising, this isn’t always transparent.

Is it even legal for companies to do this?

Unfortunately, such practices can occur regardless of legality. However, it’s important to understand the legal framework in Germany.

Secretly listening to conversations under the guise of terms and conditions (T&Cs) is not allowed. As one expert explained - we 

:
“Beyond the fact that the T&Cs are not the appropriate place for such information – the privacy policy is – there are significant legal concerns. Eavesdropping on personal conversations for commercial purposes, especially when analyzed by AI, constitutes a severe intrusion into both privacy and, in some cases, intimacy.”

Sensitive information, such as sexuality, political beliefs, or health status, is often involved – and for such data, a company’s “legitimate interest,” often cited for advertising, does not apply.

While active listening ads might be permissible with explicit consent, this consent cannot be implied or hidden in fine print. Instead, users must be clearly, visibly, and understandably informed about whether and how conversations are being recorded. Furthermore, additional information must be easily accessible and transparent.


Yes, your smartphone can listen to you – but it shouldn’t. If you want to protect yourself, regularly review your device settings to see which apps have microphone access and revoke permissions for unnecessary ones. Some smartphones display a microphone icon when an app is actively using it, helping you identify suspicious activity.

Is Your Smartphone Listening? 

2024 was a year full of creative challenges, new encounters, and amazing projects. If we were a Michelin-starred restaurant, this review would be a reflection of our annual menu, allowing us to share all our “culinary” experiences and adventures. And even though we’re not, let’s dive right in with the appetizer and the start of the year.


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Our Amuse-Bouche: The Highlights at the Start

Have you ever had the chance to enjoy a multi-course meal? Often, the portions are small because more courses are to follow, but that doesn’t make them any less exciting or “delicious.” And every good menu begins with a small teaser.

In January, we hit the ground running with new ideas, new concepts, new developments, and several meetings. Right in the first month of the calendar year, we were able to present a comprehensive marketing concept we developed for the 

. As an agency representing and supporting another agency, this project presented a unique challenge, which made it all the more exciting. The result? Content marketing with an individual character that puts the managing director front and center as the “face” and offers (potential) customers a personable introduction to the world of Amazon Ads.

In February, our marketing team continued to grow, and the new “man-power” brought a fresh breeze with it. But, of course, there’s more: For our client 

, who received a new website with absolute “coolness effect” in 2023, performance marketing officially kicked off.

 began. This project was exciting, challenging, and approached completely from scratch. More about this will be “served” in the upcoming courses.


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Let’s move on to the “starter,” where things got interesting, new, and exciting again. Another innovation this year: 

 – the first digital out-of-home advertising space in Winterbach – was conceived, developed, and implemented by us together with the 

Association of Independent Entrepreneurs Winterbach

. The goal? To offer brands, companies, associations, and the Winterbach community a level of public visibility never seen before – in short: 

The digital display is strategically placed in Winterbach, ensuring that the ads come into “contact” with approximately 15,000 vehicle movements per day. Of course, this is only metaphorical because road safety always comes first. For this reason, we chose a location where the driving speed must be reduced (yes, braking is required), and it’s not uncommon for vehicles to slow down to walking pace near the display.

We’re thrilled and excited that more and more interested parties and customers have emerged for this project over the year. Perhaps next year will bring another digital advertising opportunity, one we’ll create together with a strong partner.

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The Main Course: The Biggest “Portions”

The main course is the centerpiece of any menu – and it was no different for us. Here, major projects, complex challenges, and key milestones took center stage.

Throughout the year – perhaps also fueled by the fresh energy within our team – we realized that as an agency, as a company, and as a brand, we needed to reposition ourselves, and in light of the competition, we probably had to. But more on that at the end of our “menu,” because we’re saving the best for last.

Another highlight this year was the project with the company 

. The Lorch Group, a major supplier of automotive parts and accessories, faced the challenge of repositioning and establishing itself as an employer brand. Addressing younger target audiences required a fresh perspective, a new design, and, most importantly, creating a fun and engaging entry point into the 

 for potential applicants. This project not only involved developing new websites but also producing videos for job seekers and prospects – all of which were conceived and shot by us. We are incredibly proud to have been part of this project and are thrilled that the new job site launched in May of this year. Even more exciting is that the company has since received a flood of job applications.

. The specialist for semiconductor boards and similar technologies presented our team with the challenge of engaging with a highly complex subject, understanding it thoroughly, and then delivering it to expert target groups with a 

This project was a bit different. We quickly realized during our collaboration with the client that our “normal” approach wouldn’t be enough here. The result? A series of intensive workshops with our team and Grüninger’s management. Intensive, but incredibly helpful, goal-oriented, and exactly what was needed. Within this process, the corporate design was completely redeveloped. We are extremely proud that after so much hard work, the new website will launch in the first quarter of 2025.

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Our Dessert: The Sweet Conclusions of the Year

At the end of the year, we savor the fruits of our labor – the small yet fine successes that round off the year. In 2024, we launched many projects, whether in marketing, web development, or design.

We worked on numerous content projects and even more photo shoots, where we showcased our clients in the best light, capturing them from every angle to highlight and present their best. Among others, we created content from the world of bedding, coaching, kitchen manufacturers, fashion, and even a few cool cars made an appearance.

To close out the year, we’d like to introduce another exciting project: the merging of two brands from the automotive claims management sector. When the client approached us, one thing was clear: we had to get the best out of a lot. This wasn’t easy, as it couldn’t be overwhelming, but nothing could be lost either. Additionally, multiple target groups needed to be addressed on one platform. Tricky, exciting, but entirely doable. Thus, the brands 

, for which we designed the brand identity. You can see it here: the new 

” – another project on our list of 2024 highlights. This time, it wasn’t about designing an entire website but about updating the content, transitioning the technology, and implementing a new design during the site’s “overhaul.” We’re proud to work with 

, a partner that has collaborated with us for a long time, allowing us to consistently bring amazing projects to life.

In December, we experienced a personal highlight as a team and as a company: Our team traveled from all over – by plane, car, and maybe even on foot – to attend our team event in Stuttgart on December 10, 2024.

Since many of our brilliant minds work fully remote, it’s important to us to come together occasionally and spend time as a team. So the journey to Schorndorf began, with team members arriving by car, train, and even flights from Croatia.

Our team event also served as our Christmas party, where we continued our annual tradition of a Secret Santa gift exchange, which everyone enjoys. In addition, we attended a cooking class where we prepared our own lunch together. In teams, we cooked an appetizer, main course, and of course, a dessert – and then enjoyed it all together. Well-fed, we headed outside into the fresh air and explored Stuttgart, including a visit to the 

, where we let the day come to a relaxed close.

2024 was intense, full of projects, cool, and it flew by in no time – but now we’ve almost made it and are looking forward to whatever comes next.


The Digestif: A Look Ahead to the Coming Year – with Big Changes

After dessert, a glimpse into the future is a must – a small taste of what 2025 holds. In some restaurants, this might be a little schnapps for digestion; for us, it’s the beginning of a journey.

Over the course of the year, we realized that the competition doesn’t sleep, the world doesn’t stand still, and, above all, digital opportunities are becoming more abundant and powerful. For us, it was clear: we need to reposition ourselves and come back even stronger. Thus, in the final quarter of this year, our transformation began – the transformation into a 

This path was developed together with our team, we’re in the midst of it, and in 2025, we’ll unveil it all. But we can already share one thing: We want to approach things properly and with focus. We aim to offer a strong setup for 

. That might mean saying things our clients don’t necessarily want to hear, but which are right and necessary. Only this way can we be honest, authentic, and bold partners – ensuring we take the right path together, the one that truly leads to growth and success.

We thank our team, our clients, and our partners for a fantastic year full of trust and exciting collaboration. Without you, the creation of this “menu” would not have been possible – certainly not this opulent, and definitely not this delicious.

A new year is always a new opportunity and a fresh start, one we can create for ourselves, bringing fresh wind to our minds. With that, we leave you with this: We look forward to 2025, wish you a Merry Christmas, a Happy New Year, and an outstanding start to the new year.

Our Menu 2024

Trends and more trends – trends as far as the eye can see. As the calendar year draws to a close, blog articles sprout up everywhere, each predicting what the next year will bring. Since these insights are always intriguing and exciting, we’re happy to join in.
Content marketing is no exception – there’s plenty happening: advancements, optimizations, and, above all, changes driven by AI. What exactly is going on, and what can we expect? Let’s dive in.


Artificial Intelligence and the Rise of Agents

In 2025, artificial intelligence (AI) will continue to play a central role in digital marketing, expanding even further. While tools like ChatGPT and similar innovations have paved the way, widespread adoption is still lacking.
A particularly defining trend is the use of generative AI, which automatically creates content such as text, images, videos, or music. This holds immense potential, especially for customer communication and content marketing.
Autonomous AI agents are also gaining traction. These systems can handle complex tasks independently or semi-automatically, such as designing, analyzing, and optimizing marketing campaigns across multiple channels. This will lead to increased efficiency across all areas of marketing. Specifically, in content marketing and idea generation, these tools promise faster and more substantial results.
Staying updated is essential, as the quality and reliability of these tools will improve, making them even more useful and dependable in the future.


This isn’t exactly a new trend; it’s been unfolding since the pandemic, during which platforms like TikTok experienced massive growth. Yet, only a few companies include social media as a search engine in their content marketing strategies.
Today, people seek information everywhere—there’s no longer a single go-to source for knowledge online. Content marketing must evolve beyond traditional touchpoints and embrace omnichannel approaches, meeting user expectations. For instance, if you have a fantastic, well-performing blog post on your website, consider repurposing it for other channels, such as presenting its content in a short Instagram video.
This approach makes significant strides in establishing alternative channels as credible knowledge sources and search engines.


We all know it, and we all have it: a playful instinct. Augmented Reality (AR) and Virtual Reality (VR) already offer exciting opportunities and creative concepts, and these will only grow. Content will become increasingly interactive for users. Why? Attention spans are getting shorter, and users want something that grabs their interest.
Websites, in particular, will see significant changes. Hot topics in content include: Quizzes, Animated infographics, Interactive maps, 360-degree photos and Calculators or other daily-use tools on websites


TikTok, Instagram, and YouTube Shorts have embraced and amplified users’ growing demand for short-form video content.
Currently, 

 use video as a marketing format, though not consistently across all platforms. The number of opportunities and the demand for video content have skyrocketed. In content marketing, it’s almost as if the industry has adopted a “video-first” mindset.
Consumers were also surveyed, with 

 stating they want to see more videos from their favorite brands.
This isn’t a passing trend; it’s already the preferred way information is consumed and will continue to dominate. The expectations align with this direction as well.

For more on video marketing trends, check out: 

This question may never have been explicitly asked to a company, yet it’s a genuine expectation from consumers. Personalization is no longer optional—it’s a demand. Tailored, customized experiences are becoming a baseline requirement. In 2025, hyper-personalization will be an essential practice in digital marketing.
This doesn’t mean automated email campaigns pretending to be personalized while mistakenly addressing “Lisa” as “Lena.”
True personalization—genuine, individual personalization—is what’s required. This extends beyond email, shopping experiences, or product recommendations. In content marketing, the demand for tailored content is also growing.

An opportunity? Without question. Companies that understand the importance of leveraging AI for idea generation and marketing strategy will lead the pack and strengthen customer loyalty.


The content marketing trends for 2025 aren’t drastically different from those in 2024 – AI still takes center stage, and video remains a key focus.
The main difference lies in the evolution of possibilities, bringing new opportunities for businesses.
New trends include AI agents, a development that’s not only fascinating but likely to stick around. Personalization isn’t new, but explicit consumer demands for it are.
An exciting year lies ahead—we look forward to everything it brings.

For more insights, feel free to explore other articles on trends already available on the 

Flanke 7 GmbH

Jamstack Websites + Performance Marketing

Marketing becomes a success factor with Flanke 7:

Projects (All projects)

Display 7

Do you like our projects?

Blog (All posts)

Is Your Smartphone Listening?

Our Menu 2024

Content Marketing Trends 2025