Microsoft has filed a patent application for a computer system that will allow advertisers to target customers based on their emotions.
The patent includes a method to determine emotion over a certain period of time using a variety of methods, including:
- Monitoring a user’s online activity for tone and content.
- Combing through a user’s online history, such as search queries, emails and instant messages, to check tone.
- Examining a user’s facial expressions, speech patterns, gestures and body movements, captured by image or audio devices.
The system would then store the user’s emotional state - positive, happy, confused, neutral, negative, angry or sad - in what the patent calls “an emotional state database.”
Meanwhile, a second database would contain advertisements targeted specifically to people with certain emotions.
Put the two together, and Microsoft can target the right ad to the right people, those who are “emotionally compatible.”
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