Spotify will show the mood

Spotify takes advertising tactics to a new level. The service will place ads depending on the intonation of the music list being played.

Playlist Targeting uses data from Spotify listeners to deliver ads. The press release describes the possibilities for issuing announcements to the target audience, based on listeners' data (age, gender, geography and language), musical preferences (playlists, genre), listening time and platforms used.

While super targeting is fashion among advertisers, placing ads based on someone's mental state is a bit like the Facebook experiment, which has been heavily criticized. Previously, Facebook experimented with manipulating the mood of users, which caused a lot of disgruntled reviews, because the study was conducted without the consent of users.

Although Spotify’s new emotional targeting feature is not research, and does not comply with the same ethical standards, it deserves closer attention.
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The relationship between consumer sentiment and consumer behavior has long been studied, but the assessment of the effects of new forms of displaying ads based on mood has not yet been made. There are no standards for determining ethical practices. Does mood targeting have potential to cause damage? Will the use of emotional targeting, emotional manipulation in the interests of product realization open the door?

Imagine you are listening to a depressive post-rock, and Spotify will offer you to buy antidepressants?

In general, now there are more questions than answers, and it remains only to closely monitor the digitization of our life in such a delicate subject as emotions, in order to prevent any abuse.