Apple Inc. (NASDAQ:AAPL)’s most recent published patent was designed to target ads on a more personal level. The app utilizes mood and other group characteristic data to help find ads that are most effective.

Apple Mood Ads

Details on Apple’s latest patent

The filed patent would work by creating a baseline mood profile which would be compared to future moods. Information that would get recorded would include heart rate, adrenaline level, blood pressure, body temperature, vocal expression, and perspiration rate. External matters such as current location or time are also taken into account.

Apple Inc. (NASDAQ:AAPL)’s filing is described as such:

“An individual’s responsiveness to targeted content delivery can be affected by a number of factors, such as an interest in the content, other content the user is currently interacting with, the user’s current location, or even the time of day. A way of improving targeted content delivery can be to infer a user’s current mood and then deliver content that is selected, at least in part, based on the inferred mood. The present technology analyzes mood-associated characteristic data collected over a period of time to produce at least one baseline mood profile for a user. The user’s current mood can then be inferred by applying one or more mood rules to compare current mood-associated data to at least one baseline mood profile for the user.”

The possible downside regarding this patent

Such a patent would be a great thing for advertisers. It would allow them to tailor their advertising campaigns to the right customers which would yield better results. iOS users may not feel as warm about this patent as they would about other patents, especially if they deem it as an intrusion. As the internet and mobile technology become more common, privacy becomes less prevalent.