Microsoft has filed for a technology patent which will allow advertisers to push their advertising to consumers based on their emotional states and recent behaviours and activities.
The platform works across devices, tracking and monitoring the online activity data of consumers stored in logs including browsing history, web page content, search queries, emails, instant messages, videos from webcams, gestures from a computing device, e.g., Microsoft Kinect and results from online games.
The technology created by a group of resident Microserfers goes on to process the online activity identifying a tone associated with content that the user interacted with, receiving an indication of the user’s reaction to the content and assigning an emotional state to the user based on the tone of the content and the indication of the user’s reaction to the content.
The user’s reaction is identified from facial expressions of the user captured by an image capture device during the time period of usage. Advertisers then provide targeting data that includes the desired emotional states of users it intends to target and the ads are duly served to unsuspecting emo targets.