Apple's Shazam Partnership Could Boost Advertising Efforts

[MacRumors]

Earlier this week, Bloomberg reported that Apple has plans to integrate song identification features into iOS 8 through a partnership with audio discovery platform Shazam, but as suggested by media professor Aram Sinnreich, Apple's ambitions may go beyond simple music recognition capabilities.

Speaking with Computerworld, Sinnreich, a media professor at Rutgers University, points out that Apple could use Shazam's audio recognition abilities to gather information on the media that iPhone and iPad users are consuming, including music, television shows, movies, and more, for targeted advertisements.

While Shazam is known for identifying songs that are playing on the radio or through other sources, the service is also capable of identifying and tagging television shows and advertisements. Shazam works by analyzing captured sound and comparing its acoustic fingerprint to an audio database, which began including television content in 2012.

Shazam's technology could, of course, be used to deliver music and television information to consumers, providing identification along with additional content like news, facts, and iTunes purchase links, but at the same time, Apple could also use it to gather information on consumer preferences each time a song, television show, or advertisement is "tagged" or identified by a user, allowing the company to use those preferences to deliver more targeted ad suggestions across iOS.

Sinnreich pointed out that Shazam has been indexing advertisements broadcast on television, as well as the pre-show ads shown in movie theaters, and in some cases, has stuck deals with advertisers to provide metrics of those who "tag" an ad. In some cases, tagging an ad presents the consumer with additional information, or even a special offer.

Currently, the existing Shazam app is able to run in the background of iOS, continually cataloging and identifying all of the music, television shows, and TV ads that a user watches. Apple could potentially integrate the feature in the same way into iOS 8, allowing it to run in the background to continually listen for various audio content.

This functionality would allow Apple to know what a user prefers to watch and listen to. For example, if someone was watching Downton Abbey or Game of Thrones, Apple's media recognition capabilities could theoretically automatically identify what's being watched, cataloging it for future use in advertisements. Sinnreich likens this functionality to an audio QR code.

"Apple could do whatever a QR code is used for now, but sonically," said Sinnreich of the audio fingerprinting technology. "Someone tags a commercial, and that's entered into a database, effectively targeting [that consumer] for further ads," he said.

While Sinnreich's theory is mere speculation at this point, it does fit in with Apple's current advertising methods, which the company says include "exceptional targeting." Apple has been working to expand its iAd platform in recent months, moving beyond app advertisements to encompass iTunes Radio ads as well. Further improving its targeting methods could entice major advertisers, which has been the company's goal -- recently, Apple made it simpler for advertisers large and small to sign up for the platform, eliminating the need for a developer account.

Apple's audio recognition capabilities are said to be coming alongside iOS 8, which is expected to make its debut during the company's Worldwide Developers Conference in June. The operating system will likely be released to the public later in the year, in September or October.

Article Link: Apple's Shazam Partnership Could Boost Advertising Efforts

 

[revilowaldow]

"...allowing it to run in the background to continually listen for various audio content.", #1984

 

[jclo]

"...allowing it to run in the background to continually listen for various audio content.", #1984

Presumably such a setting would be able to be turned off in the Privacy settings, much like Location Services. Possibly would be able to use it without advertising tracking too under the existing Limit Ad Tracking function. Just a thought -- I'm sure consumer outcry and experiences with Location Services would have Apple implementing such a feature with a good bit of caution.

 

[revilowaldow]

Presumably such a setting would be able to be turned off in the Privacy settings, much like Location Services. Possibly would be able to use it without advertising tracking too under the existing Limit Ad Tracking function. Just a thought -- I'm sure consumer outcry and experiences with Location Services would have Apple implementing such a feature with a good bit of caution.

A good point well made!

 

[Dulcimer]

Don't do this, Apple. We don't need another Google.

 

[jaymzuk]

Don't do this, Apple. We don't need another Google.

In which world does Apple not want a slice of Google's pie?

You can spin it any way you want, but Apple will move into advertising in a big way. While that isn't necessarily a bad thing, it will remove one of the off-the-shelf derogatory comments hurled at Google at every opportunity.

 

[breather]

Looks like I have to watch my porn muted then...

 

[macs4nw]

If true, this would disappoint me somewhat, coming from Apple, but with commercial pressures rising, it is perhaps logical and understandable, and it would definitely give their iAd effort a big boost.

Targeted ads can be beneficial, but if implemented, just give me an option to disable this feature.

 

[PlanetFree]

In which world does Apple not want a slice of Google's pie?

You can spin it any way you want, but Apple will move into advertising in a big way. While that isn't necessarily a bad thing, it will remove one of the off-the-shelf derogatory comments hurled at Google at every opportunity.

Any "off-the-shelf derogatory comments hurled at Google at every opportunity" comments are totally Googles own doing. People see the shady antics of google and they call them out for it. Perhaps the google reality distortion field stops you from seeing what they are doing but its time to wake up and see google for the privacy breaching shady company they truly are.

 

[2457282]

Presumably such a setting would be able to be turned off in the Privacy settings, much like Location Services. Possibly would be able to use it without advertising tracking too under the existing Limit Ad Tracking function. Just a thought -- I'm sure consumer outcry and experiences with Location Services would have Apple implementing such a feature with a good bit of caution.

I can imagine that in addition to all the privacy claims this would also be a huge battery drain if it is always listening and analyzing and cataloging and the like. If they do this, i would switch it off due to privacy concern as well as battery concern.

 

[iMember]

This functionality would allow Apple to know what a user prefers to watch and listen to. For example, if someone was watching Downton Abbey or Game of Thrones, Apple's media recognition capabilities could theoretically automatically identify what's being watched, cataloging it for future use in advertisements.



Do it Apple!

 

[kdarling]

I brought up the same scenario yesterday:

Apple has been filing patents about selling ads based on user moods and environments.

It would not be surprising if they filed for a patent where a device listened to the music around you, and based on that, offered up different services / profiles / ads / etc.

 

[chrisbru]

Looks like I have to watch my porn muted then...

Would be funny if it could identify the "actress" based on her, uh, "acoustic fingerprint" as they say

 

[AppleWarMachine]

No Ads Please

 

[rp2011]

Google already has this feature built into the latest Android, good to see it go into iOS also.

Maybe with Apple's new co-processors it signals "always aware" features like android's "ok google now" for hands-free commands such as finding your phone.

 

[demodave]

[url=http://cdn.macrumors.com/im/macrumorsthreadlogodarkd.png]Image[/url]


Earlier this week, Bloomberg reported that Apple has plans to integrate song identification features into iOS 8 through a partnership with audio discovery platform Shazam, but as suggested by media professor Aram Sinnreich, Apple's ambitions may go beyond simple music recognition capabilities.

[snip]

YouTube: video​

This functionality would allow Apple to know what a user prefers to watch and listen to. For example, if someone was watching Downton Abbey or Game of Thrones, Apple's media recognition capabilities could theoretically automatically identify what's being watched, cataloging it for future use in advertisements. Sinnreich likens this functionality to an audio QR code.While Sinnreich's theory is mere speculation at this point, it does fit in with Apple's current advertising methods, which the company says include "exceptional targeting." Apple has been working to expand its iAd platform in recent months, moving beyond app advertisements to encompass iTunes Radio ads as well. Further improving its targeting methods could entice major advertisers, which has been the company's goal -- recently, Apple made it simpler for advertisers large and small to sign up for the platform, eliminating the need for a developer account.

Apple's audio recognition capabilities are said to be coming alongside iOS 8, which is expected to make its debut during the company's Worldwide Developers Conference in June. The operating system will likely be released to the public later in the year, in September or October.

Article Link: Apple's Shazam Partnership Could Boost Advertising Efforts

This seems pretty obviously planned to coincide with iOS and Apple TV updates. Imagine, improvements to commercials on television, along with a way to subsidize or monetize the device - no matter what physical form it takes.

 

[smithrh]

Google already has this feature built into the latest Android, good to see it go into iOS also.

Maybe with Apple's new co-processors it signals "always aware" features like android's "ok google now" for hands-free commands such as finding your phone.

"Where the heck is my danged phone!"

"I'm over here!"

Overall & humor aside, I don't like the constant monitoring of my environment and what I'm doing/listening to by a third party.

 

[Lazy]

Weren't we protesting a lot louder last year when someone (Google?) said they were going to do this or something similar?

 

[nagromme]

Sounds absurd. But the echo chamber will turn this from "some professor suggested..." to "Apple will someday be as bad as Google" to "Apple is already worse than Google" and then to a congressional investigation of Apple within a week

Apple will indeed move more into advertising--somewhat. But they will NOT be like Google. Because Google makes nearly ALL their money from advertising: from selling your information to advertisers. Advertisers are the customers.

That will never be Apple's business model. Apple makes nearly ALL their money by making YOU--their customer--happy enough to keep buying Apple products. Advertising is extremely secondary, and your privacy is a high priority. A priority in line with how they make money--but opposed to how Google makes theirs.

Follow the money--fear-mongering about Apple becoming "like Google" makes no sense. Different priorities deeply ingrained.

Weren't we protesting a lot louder last year when someone (Google?) said they were going to do this or something similar?

This is "some professor suggested." This is not Apple making any plans.

 

[MVallee]

I would like to see the live lyrics feature, where it follows along with your place in the song, built into the the music app.

 

[Toltepeceno]

Apple will NOT go to a larger phone from 3.5....er, build an ipad mini....er, be like Google.

Apple will make money, that's what they do.

 

[ArtOfWarfare]

If Apple does this, I'll probably switch to Linux...

 

[kdarling]

Apple will indeed move more into advertising--somewhat. But they will NOT be like Google. Because Google makes nearly ALL their money from advertising: from selling your information to advertisers.

BOTH Apple and Google sell anonymous targeted slots, but NEITHER one sells any personal info to advertisers.

The personal info that Apple gathers from their stores like iTunes, and the info Google gathers from services like Search, are only worth ad placement money as long as it's kept secret from advertisers.

 

[Thomas Davie]

In which world does Apple not want a slice of Google's pie?

You can spin it any way you want, but Apple will move into advertising in a big way. While that isn't necessarily a bad thing, it will remove one of the off-the-shelf derogatory comments hurled at Google at every opportunity.

Of course Apple will move into advertising in a big way, and of course they want a slice of Google's pie. As has been pointed out, who wouldn't?

That is entirely beside the point; I do not want anyone to know what I am doing, watching or listening to online or whilst using any media and/or computational device....government or advertising agency....specific, generic or targeted or otherwise. I refuse to be a metric.

Count me as a tin foil hat wearing member if you will....I can afford to use multiple VPN's, and most of the time I do.

Tom

 

[rp2011]

"Where the heck is my danged phone!"

"I'm over here!"

Overall & humor aside, I don't like the constant monitoring of my environment and what I'm doing/listening to by a third party.

That's how it works. It works pretty good too. You say "ok google find my phone", and the phone starts beeping.