Political devices, Apple's EPEAT spat and emotional ads


Published on .

Microsoft has reportedly filed a patent protection order on an ad engine that can track, read and target peoples' emotions. The application, submitted in December 2010 but not made public until last month, states that data are interpreted based on an individual's email messages, search queries and online game consumption, along with facial expressions, body movements and speech patterns. The platform would be integrated across desktop computers, laptops, smartphones and video game consoles. Microsoft's Kinect, a motion-sensor entertainment device for Xbox 360 and Windows, is rumored for initial delivery of the emotion-targeted ads. According to the document: “Weight-loss product advertisers may not want their ad to appear to users that are happy ... [and] less likely to purchase a self-investment product that leverages on his or her shortcomings. But a happy person may purchase electronics or vacation packages. Technical support advertisers want their ads to appear when the user is [in] a confused or frustrated state.”
Most Popular
In this article: