Microsoft's Emotion-Sensing IP Flies In Face Of No-Track Move

Law360, New York (June 13, 2012, 9:50 PM ET) -- Microsoft Corp. is seeking to patent technology that would allow it to serve targeted advertisements based on individuals' emotional states, according to an application recently made public, a move experts on Wednesday said contradicts the company's recent unveiling of a new Web browser aimed at protecting consumers by automatically blocking online tracking.

The patent application for “Targeting advertisements based on emotion” — which Microsoft filed in December 2010 and the U.S. Patent and Trademark Office made public June 7 — describes a computer-implemented system that collects...
To view the full article, take a free trial now.
Try Law360 for free for seven days
Already a subscriber? Click here to login

Already have access?

  1. Forgot your password?
  2. Sign In

Get instant access to the one-stop news source for business lawyers

Required