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Online Ads To Match Your Emotions

BEHAVIORAL TARGETING

June 13, 2012

Microsoft has filed patents for tracking systems "to match online advertisements to moods," the Toronto Star reports. The systems would track emotions "including facial expressions captured in video conversations and Facebook status updates," the report states, and could result in, for example, "weight-loss ads matched with unhappy people--who are more likely to want to change their lifestyle--and electronic ads with happy people--who are more likely to spend." Privacy advocates are questioning such mood-tracking technology. "Definitely when you're talking about people's emotional states, you're getting closer to sensitive data that relates to their identity," said Tamir Israel of the Canadian Internet Policy & Public Interest Clinic.
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