I often wanted to see the Mourne mountains. Must be a great tonic in the air down there.

Facebook is planning on using Instagram to roll out a radical new advertising platform which is capable of following users’ emotions in real time and target advertisements based on how they are feeling. The platform - internally codenamed the Tom Parsons Project (TPP) - will “combine Instagram’s vast user base and high daily use rate with advancements in facial recognition technology to connect users with products which most fit their immediate needs.”

In the new TPP-enabled Instagram whilst you are taking a photo with your smartphone’s rear-facing camera the TPP software will discreetly activate the front facing camera and lock onto the image of your face. The app’s facial recognition function will then record the precise positioning of your facial features and send them to Facebook’s database where the firm will assign an emotion to the facial pattern and log your emotional state.

The company will then use a highly advanced algorithm which combines this new emotional data with the demographic data Facebook already has to create a near perfect ad targeting system. […]

“If you’re a woman with cyclical mood issues due to the harshness of your menstrual cycle, the new Instagram should be able to accurately predict when your cycle is peaking and connect you to valuable products and services which may reduce your discomfort before your moods become a burden on others.”

Privacy advocates are expected to protest the new technology, but legal experts say the method is legal in the United States so long as it’s disclosed in Instagram’s new Terms of Service Agreement.

{ The Daily Currant | Continue reading }