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Apple looks to out-Google Google with mood-based targeted ads


To some, Google’s acquisition of Nest brought visions of a terrifying (and perhaps, “evil”) future where the advertising giant tracks our every move and serves us ads based on not just our behavior online, but also our behavior in the real world. Monitoring hardware like the Nest thermostat and smoke detector could conceivably send Google data detailing how often we take trips to the refrigerator and what time we go to sleep each night, as well as data on thousands of other actions, to build profiles of our offline lives and serve ads based on our behavior. As scary as that is, Apple is investigating technology that takes the concept one step further and serves ads based on our mood.

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