As if tracking the websites you visit, your location and Google searches wasn’t enough, now brands may be looking at your emojis to serve up the next advertisement you see.
Since 2016, Twitter has offered advertisers the ability to see which emojis users are sending in the app.
That data turns out to be a gold mine for advertisers, which look at your emojis to determine your emotional state, then deliver highly targeted ads depending on your current mood, according to Vox.
Scroll down for video
As if tracking the websites you visit, your location and Google searches wasn’t enough, now brands may be looking at your emojis to serve up the next advertisement you see
Twitter noted that advertisers can use the emoji data to show users ads based on their mood, ‘target people who tweet food emojis’ and ‘reach people on their passions.’
‘If someone puts a thumbs up or a smiley face, show them this ad,’ Aaron Goldman, chief marketing officer at 4C Insights, one of the companies working with Twitter, told Marketplace.
‘If they do a frowny face or a thumbs down, show them a different ad,
‘We’ve seen people targeting football and basketball emojis for athletic wear,’ he added.
Some emojis are more obvious than others, such as a smiley face emoji, the heart eyes emoji or the crying emoji.
But others may be more difficult to interpret, such as the blank-faced emoji.
As a result, advertisers are using artificial intelligence to detect and analyze patterns in emoji use in order to determine why they might be using it.
Some emojis are more obvious than others, such as a smiley face emoji, the heart eyes emoji or the crying emoji. But others may be more difficult to interpret, such as the blank-faced emoji
Advertisers say it will be better for both brands and consumers, as internet users will see more ads that are relevant to them, while brands may be more likely to have someone interact with their ad.
‘Advertisers don’t want to sell you something if you don’t want it, right? It wastes our dollars and it wastes your time,’ TeeJay Hughes, a strategic account manager at AdParlor, which offers emoji-targeted ads, told Marketplace.
‘So if we can make advertising relevant, that’s the beauty of it.’
Some brands have already put the practice into use.
Twitter has offered advertisers the ability to see which emojis users are sending in the app. That data turns out to be a gold mine for brands, which look at emojis to determine your mood
In 2017, Toyota ran an ad campaign that aimed to match people’s moods based on their emoji use.
The carmaker created 83 different versions of the same commercial based on different emoji and published the ads on Twitter.
Still, it’s likely to generate concerns from privacy advocates who say not all users may be aware of or want their emoji choices to be analyzed by advertisers.
HOW DOES GOOGLE TRACK ITS USERS’ LOCATIONS OUTSIDE OF ‘LOCATION HISTORY’?
A new investigation led by the Associated Press found that some Google apps automatically store time-stamped location data without asking – even when you’ve paused Location History.
The investigation found, for example:
- Google stores a snapshot of where you are when you open its Maps app
- Automatic daily weather updates on Android phones pinpoint where you are each time the forecast is refreshed
- Simple searchers, such as ‘chocolate chip cookies,’ or ‘kids science kits,’ pinpoint your precise latitude and longitude – accurate to the square foot – and save it to your Google account
This information is all logged as part of the ‘Web and App Activity feature, which does not specifically reference location information in its description.
This is enabled by default, and stores a variety of information from Google apps and websites to your Google account.
When paused, it will prevent activity on any device from being saved to your account.
Leaving ‘Web & App Activity’ on and turning ‘Location History’ off only prevents Google from adding your movements to the ‘timeline,’ its visualization of your daily travels.
It does not stop Google’s collection of other location markers.
- A nation of gamblers: NHS report reveals four in 10 over-16s have placed a bet in the last year as experts slam the easy access to addictive mobile poker and bingo apps
- An improved sex life, clearer skin AND a better mood: Dietitian reveals how tracking her period for nine months totally transformed her health
- Facebook emails seem to show Zuckerberg knew of privacy issues, report claims
- Peeky Finders: Plastic surgeons use eye-tracking technology to determine which part of women's breasts are most stared at by both sexes (spoiler: it's the nipples)
- A THIRD of high schoolers vape: CDC report reveals 6.2 million US teens use tobacco as e-cigarettes drive up rates of addiction
- Uber releases safety report revealing 5,981 reports of sexual assault
- Uber Releases Safety Report Revealing 5,981 Reports Of Sexual Assault
- Uber Releases Safety Report Revealing 5,981 Incidents Of Sexual Assault
- Tinder's annual report reveals EXACTLY what Gen Z are looking for in a partner - including a love of Fleabag, Prince Harry and Meghan Markle and vegan sausage rolls
- Leaked reports reveal severe abuse of Saudi political prisoners