Apple Researching Automatic Mood Assessment for Targeted Ad Delivery

Discussion in 'iOS Blog Discussion' started by MacRumors, Jan 23, 2014.

  1. macrumors bot


    Apr 12, 2001

    The United States Patent and Trademark Office today published a new patent application (via AppleInsider) from Apple that describes a method of mood-based advertisement. This method infers the mood of the user by monitoring phone activities, and this mood sentiment information would provide advertisers with a powerful consumer intelligence metric they could use to deliver targeted content.

    Rather than ask for mood information directly, Apple's method of mood-based advertising relies on indirect means of inferring a user's feelings. This involves the creation of a baseline mood profile that's derived by monitoring app usage, music playback, social network activity and input from various biometric sensors. Once a profile is established, rules then can be applied to the data and used to gauge the relative mood of the user in relation to this baseline.
    This mood information can then be used by Apple and other content providers to gauge a user's responsiveness to a product as well as their interest in that product before deciding which ad or offer to send to the user's handset. This mood information also can be used to adjust select settings on the user's handset.

    Though Apple is not an advertising company, the company does have an iAd unit that sells advertising space in iOS Apps and iTunes Radio. Since its debut in 2010, iAd has undergone several leadership changes and is now under the control of Eddy Cue, Senior Vice President for Internet Software and Services.

    Article Link: Apple Researching Automatic Mood Assessment for Targeted Ad Delivery
  2. Guest

    Sky Blue

    Jan 8, 2005
    "I see you're sad today, why not buy a brand new iPad Air to cheer yourself up!"
  3. macrumors 68000


    Jan 7, 2014
    In between a rock and a hard place
    What if

    I wonder what the response would be if Google was behind this.:eek:
  4. macrumors 6502a


    Jul 24, 2011
    United States
    Not cool... Apple should distance themselves from stuff like this. This is one of the important distinctions between Apple and Google. Google invades privacy like no other. Apple should protect it.
  5. macrumors 603


    Jul 11, 2006
    Hopefully it can detect that I'm not in the mood to see a bunch of ads and not show them to me, but I doubt it.
  6. macrumors 6502

    Mar 12, 2007
    The same. It's a terrible idea no matter who's doing it.
  7. macrumors regular

    Jul 25, 2007
    Cue in the :

    "I don't mind it from Apple knowing everything about me as they are primarily in the hardware business as opposed to Google whose main revenue is ads"
  8. macrumors 604


    Nov 26, 2007
    Your mood indicates that now is an optimal time to deploy large quantities of Trojan ads.

    Or, our analysis has determined you're on your period: have our menstral cramp relief pill.

    You're listening to a lot of angry death metal: here's an ad for guns.
  9. macrumors 603


    Aug 2, 2002
    Cork, Ireland.
    I would like to patent being freaked out about my privacy.

    I think I'll make a killing should this ever lead to an actual Apple product.
  10. macrumors regular

    Jul 28, 2012
  11. macrumors 6502a


    Feb 10, 2012
    B'more or Less
    If Apple were ever foolish enough to enact this, it darn well better be opt-in only.

    I read months ago that Faceback uses algorithms to detect user mood too, continuing on its creeptastic way.
  12. macrumors regular

    Jul 28, 2012
    I just don't understand the loads of money that goes into advertising. Out of the thousands and thousands of ads I've seen on the internet throughout the entirety of my life, I've literally only ever bought one item based off of an ad. And even then, I bought it like months after seeing the ad. It was a wallet

    I mean really. For example, no one watches the full 30-second YouTube ads. We all hit the "Skip ad" after the first five seconds as quickly as we can.
  13. macrumors G5


    May 2, 2002
    a) Apple (and others) patent everything they come up with, just in case they need to defend some future use of it, ever, from anyone. Most of these patents never get used and have nothing to do with actual plans.

    b) Even if both Apple and Google used this tech, there's still a difference: Apple makes their money from happy users. Google makes their money from selling users to happy advertisers. Follow the money. The two companies will never treat ads the same.
  14. macrumors 601


    Oct 1, 2010
    It should be the same.

    This is the start of the intuitive program/device to read emotions. This is going to happen anyway but like anything, it could help or go horribly wrong. Time will tell.
  15. macrumors 6502a

    Feb 10, 2008
  16. macrumors member


    Jan 26, 2009
    Will require the user to wear the soon-to-be-released BT or NFC enabled iMoodRing
  17. macrumors regular

    Jul 25, 2011
    Maybe this is a chivalrous act on Apple's part? By patenting thisthey can then quash anybody trying to bring it to market and prevent us from being exposed to such a hideous technology!?!?
  18. macrumors 601


    Mar 2, 2012
  19. macrumors 65816

    Jun 18, 2010
    Unfortunately they work, otherwise there wouldn't be so many.

    The 30 second ones are bad enough. I've seen ones up to 4:50 long - the requested video was shorter! It was for some industrial equipment manufacturer that made things for a very niche market. That one I don't think was targeted so well. ;)
  20. macrumors 68000


    Oct 1, 2004
    Mountains of Vermont
    Ooo... That is creepy. So if I'm in a nasty mood is it going to offer me AK47 rifles and explosives? After all, they're trying to make a sale...


    Not true. The fact that there are lots of spammers and advertisers just means that the people selling the ads and spam services are good at selling ads and spam services. It does NOT mean that the ads and spam actually result in sales of products.
  21. macrumors newbie

    Sep 9, 2011
    Are you sure?

    You mean, that you're aware of. :)
  22. macrumors 6502a


    Apr 28, 2011
    Good Luck buddy. Good Luck indeed.

    If you make the program that can discovery moods then you will have to patent the algorithm that will explain why people still act unpredictably. Ask anyone who is married.
  23. macrumors 65816

    Jun 18, 2010
    Apple must be the dumbest company of all - look at how much they throw away on advertising!
  24. macrumors 6502a

    Jun 21, 2010
    Chicago, USA
    Good luck. I can't even determine my mood most of the time.
  25. macrumors demi-god


    Jun 9, 2007
    Device engineer 30+ yrs, touchscreens 24+.
    Oh, good grief.

    Both companies are collecting info about us (actually, more like collecting info, then deciding which ad categories we fit in).

    Both companies sell anonymous ad space based on that info.

    Neither company sells any personal info.

    The biggest difference is that Google gives services in return for those ads.

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