The streaming music website Spotify is planning to deliver internet marketing that is tailored to the mood of its users.
Companies launching ad campaigns could use the site to reach potential customers through targeted advertising.
Spotify allow users to stream music for free over their internet connection in return for watching online ads.
In an effort to boost advertising revenues, the site hopes to deliver mood-based marketing depending on the kind of music users are listening to.
Jon Mitchell, UK sales director at Spotify, explained that marketers looking to reach people when they are in a relaxed mindset can show their ads to people listening to Ibiza chill-out or Mozart, for example.
Spotify users can access an ad-free version of the streaming music player, but they must pay a monthly or daily subscription.
The core advertising formats currently used by Spotify are audio and graphical in the form of banners and skyscrapers.