A patent filed by Apple shows the company’s intention to serve users ads based on mood and behavior, according to Apple Insider. It seems the capability would best be used in a mobile setting due to the fact that Apple intends to use things like social media use and tone of voice as parameters. Privacy

Ninety-two percent of companies who always sufficiently use data said they have met or exceeded their goals, according to a recent big data report by Rocket Fuel. Big data is paying off in big ways for companies able to harness its potential. Seventy-five percent of respondents who use big data to drive more than half