The video talks about how advertisers use emojis to target users on social media platforms, particularly Twitter. In 2016, Twitter began giving advertisers access to emoji data, which gives advertisers an insight into the emotional context behind users’ tweets. This allows advertisers to target users based on their emotional state, as expressed through the use of emojis.
There are privacy concerns associated with this kind of advertising, as it can be seen as intrusive. Some consumers are not confident that social media sites protect their data and worry about advertisers targeting them based on a psychological profile of their emotions. Despite these concerns, emoji advertising is still in its early stages, but it could expand to multiple platforms in the future.