Later this year Spotify will roll out a technology that can detect user activity more closely. For example, they will be able to detect that you might be at the gym by the playlist you are using or that a student has started studying by when he/she moves from hip-hop to classical music.
The move is aimed at attracting more advertising dollars by offering sponsors the ability to focus their ads at the right people at the right time.
Source: http://pagesix.com/2014/06/16/spotify-ready-to-hyper-target-ads-to-subscribers/
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