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How ethical is it for advertisers to target your mood?

from The Guardian

Last year the New York Times launched something called Project Feels, a departure for a media brand that prides itself on its emotional detachment, where the ads you are shown correspond to the emotion you feel. There are mountains of science behind it — the emotions in reading articles were crowdsourced to build predictive algorithms. The NYT data science team tested the outcome by dropping advertising that fitted the mood into the relevant article. more

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