Dive Brief:

• Spotify's new "Playlist targeting" ad platform will allow brands to target users based on mood or activity. 
• Launching May 1, the ad network pulls data from its 1.5 million playlists that are divided into 15 categories, including “workout,” “commute,” “party,” “happy,” “chill”, and “sad.”
• Eight brands so far have tested the playlist targeting, but Spotify did not reveal who they were. 

Dive Insight: 

Emotions have long been a focus of targeting. A person at the gym, for example, wouldn'tt want to receive the same messages as someone trying to relax in the tub. Trying to determine the mood of a user can be tricky, and many brands have tried through surveys and facial recognition software. What Spotify offers, though, is real-time insight into the current mood of listeners. That advantage could allow for significant customization in audio ad targeting.