Advertisements are already able to factor in the things we have been looking at online, social status, income, and countless other variables – but what if they were also able to pick up on your mood? Apple has filed a patent for just such a service, one that would be able to take advantage not only of your desires, but also your emotional state.
Some of the key factors that determine an ad’s success include location, time of day, current activity and mood; all of which are now being volunteered when you strap on the latest piece of wearable technology. Heart rate, blood pressure, adrenaline level, body temperature and verbal cues in particular could help Apple to determine your state of mind.
Beyond how you’re feeling, wearable technology could also provide insight into the type of content you’re viewing, which apps you use and when, what kind of music you listen to for particular tasks, as well as how you’re interacting on social media networks. When all of this information is combined, it could allow for real-time advertising choices that increase the likelihood of you buying something that would otherwise be completely unappealing.
The patent also covers privacy and methods to keep it intact, such as mood profiles that only last a certain amount of time, and the storage of data according to existing privacy policies and user agreements. There would also be the usual “opt in” or “opt out” for you to choose from, which keeps the control firmly in your hands.