ESPN has "rolled out ad products that they say can match ads to people in certain moods," as the net has been "pitching a tool to target sports fans on its digital properties based on their changing emotional state during a game," according to Lucia Moses of DIGIDAY. LiveConnect "takes the sports preferences that its logged-in users provide and overlays that with data about how people feel based on how their team is doing and line that up with advertisers’ goals." That could mean "showing ads for travel or other celebratory experiences to people whose team is on a winning streak -- or not advertising to them at all if their team is losing." ESPN Senior VP/Global Data Officer Vikram Somaya said the company is "trying to find any scalable way to deliver the right message at the right time." He added there are a "lot of potential messages" around sports. Somaya said that ESPN "won’t use information it thinks people don’t feel should be publicly revealed, keeping in mind its family-focused Disney audience" ( DIGIDAY.com, 9/19 ).
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