New Apple patent explores mood based targeted ad delivery

A new Apple patent is exploring mood based targeted ad delivery system, which could clue in to viewer's mood and serve them appropriate ads.

Apple's filing said it can determine mood based on different types of data, including heart rate, blood pressure, adrenaline level, body temperature and verbal cues, volunteered by users using devices like fitness trackers and more advanced health sensors, TechCrunch reports.

According to the report, it can also use signals, like what type of content a user is viewing, which apps they're using and when, what kind of music they're listening to, as well as how they're interacting with social network for finding outwardly expressed cues regarding mood.

The system would also establish a baseline mood for each individual user, registering expiring mood profiles that only last a certain amount of time, as well as how any data use in the system described would have to be in strict compliance with existing privacy policies and user agreements.

It describes a provision for including an "opt in" or "opt out" toggle for use of the system in a device's settings application.