Ronnie05's Blog

Mood sensing Ads on Apple’s mind (We always knew that, didn’t we??)

Posted in Applications and User Interfaces, Device Platforms, New Technologies by Manas Ganguly on January 25, 2014

I fell out of love with Apple when they launched iPhone5S. I fell in love back again when i read their iWatch concept.

iWatch

In an earlier post, i had written about iWatch and the path breaking dimensions it was adding to the whole technology domain by being able to monitor (and possibly measure) the state of being. The state of inner being is key to Apple’s ambitions.

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By being able to infer a person’s inner state of being, inferred by changes in Systolic, Diastolic pressures, pulse rates, Apple has an algorithm that estimates the person’s mood and serves him with suitable triggers based upon a variety of other external coordinates such as time, location,visit frequencies, past behavior. Apple has filed a patent application that describes a system that would try to gauge some of the user’s physical and behavioral facets to serve up ads that may better appeal and contextually relevant.

The ad delivery system would start by compiling a “baseline mood profile” against which it can compare your future moods. Information that might be captured would include your heart rate, blood pressure, adrenaline level, perspiration rate, body temperature, vocal expression, and even your facial expression. The time of day and your current location may also be incorporated to associate those factors with your various moods.The system would then select a specific type of ad based on your current mood and other criteria. As one example listed in the patent application, certain ads might be sent to someone with the following characteristics: gender, male; age, 19-24; location, Northern California or New York City; mood, happy.

Apple's filing describes the system as

It may not be exactly music to advocates of privacy – who could be considered to getting creep-ed out, but this is one exiting dimension which could do a new tthing to the world of ads…

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