Happy? How about an ad for a new car? Tired? How about an ad for a vacation? Right now a lot of advertising algorithms are based on your interests: what you search for and where you’ve been. In the future, though, what if advertisements could cater to your specific mood? Apple recently filed a patent for that sort of technology.
According to the patent, Apple will try to guess your current mood and then cater ads that fit exactly how you’re feeling. It won’t even need to ask if you’re feeling awesome, down in the dumps or apathetic. Instead, according to the patent, it will gather data based on your actions on a specific platform and then choose a mood, and give a confidence score for that mood.
The data can change based on what you’re consuming, including the apps you’re using or the music genre you’re listening to, the time of day, your location, the subject matter of what you’re doing and more. In one instance, Apple describes a “sensor for detecting a user’s heart rate or blood pressure,” or using a device’s “camera and software that performs facial recognition to detect a user’s facial expressions.” Frown. Smile. See ads. Here’s another look at what Apple’s considering:
For example, standard mood can be defined as content–not overly happy, but not sad, angry, or dissatisfied either. Alternatively, a standard mood can be defined per user, per dimension, and/or per baseline mood profile. For example, a first user’s standard mood can be content, while a second user’s standard mood can be happy. In other example, a dimension based on music genre can have a standard of happy, while a dimension based on heart rate can have a standard of at ease.
Perhaps, and this is only theoretical based on Apple’s patent, you frown every time you see an ad for diapers, but you smile every time an ad for ice cream pops up. Apple can learn from that and make sure it caters the right ads to you at the right time. It’s a patent right now, but this is one that sounds pretty realistic for future use.