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Amazon applies for a new patent, can read user sentiment and send targeted advertisements

via:网易科技     time:2018/10/13 16:31:33     readed:243

Of course, technical patents are not equal to products, but they can let people know that the company isDevelopmentEmerging technologies. The latest patent suggests that Amazon may embed dynamic targeted advertising in its product line.

This patent cites an example: If you tell Alexa that he is hungry, she can judge your physical condition from your voice. Then she may ask if you want to drink chicken soup, or she may ask you a question about "specific advertisers." Maybe Panera wants to introduce you to their soup.

Targeted advertising traditionally relies on demographic data: cosmetics are primarily targeted at women, and barbecues are targeted at men; acne medications are targeted at young people and heart medications are targeted at older adults. Since then, algorithmic analysis has made even more progress, and advertisers can even target single mothers under the age of 25, or West Coast Democrats over the age of 40.

These categories are basically static. But if Amazon has new products that constantly monitor us and respond to every shift, our communication with our devices will become more natural and fluid.

By then, these devices will be based not only on who we are, but also on who we respond at any given moment, which means greater opportunities for advertisers.

Most of the time, I (Sidney Fossel (Sidney Fussell) is not interested in buying singer Enya (Enya) 's album. But after a couple of emotional texts with my loved one and immediate tears, I would probably agree to buy them.

I may not go to Panera often, but if I feel hungry or uncomfortable, and someone gives advice at this time, maybe I will go.

Amazon is not the only technology company that takes full advantage of these “emotional windows”. Google also has a similar patent that increases the number of devices that detect negative emotions and then automatically suggests.

IBM has a software that helps search engines feed back search results based on the user's "current emotional state." For example, searching for "good podcasts", "soccer" or "near events" will give different results based on the user's mood. The mood can usually be judged by facial recognition camera, scanning user's heart rate or brain waves.

At the same time, Spotify is already experimenting with a new kind of dynamic emotional tracking technology. Beginning in 2014, it began to link playlists to different emotions and events, and sold advertising space to companies based on those associations.

Playlists centered on sentimental themes may be signs of emotional confusion, so it will recommend products related to sadness, such as ice cream and paper towels. More hip-hop music playlists may be accompanied by a “block party” association, and Spotify will also recommend a barbecue sauce company advertisement for such a list.

The purpose of the analysis is to sell the product. Each of us has dozens of market segments, and dynamic emotional tracking raises the bet: now we are a collection of stable (gender, age, place of residence) and change (psychological and emotional state) categories that are eager to hear Everything about us.


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