Through its first-party data and its March 2014 acquisition of music analytics service The Echo Nest, Spotify has been digging into the 1.5 billion playlists the company and its more than 60 million active users have created. The goal: to infer the context in which people are listening to the playlists, like whether they’re working out, hosting a barbecue or are in a happy mood.
via Spotify to Use Playlists to Gauge Moods for Ad Targeting | Digital – Advertising Age.