It can also get “motion-generated or orientation-generated mobile sensor data” from your device’s accelerometer or gyroscope. If you use its “Hey Spotify” voice controls, then it can also access these recordings.
Spotify can get extra information about you from other companies and services. If you log in with Facebook, for instance, it can “import your information” from there, including a Facebook user ID. Other “technical service partners” provide Spotify with data that puts IP addresses onto maps to know what city and state you’re in.
Spotify’s Ad Machine
The data that Spotify collects is not uncommon—other apps and services you use collect a lot more. But Barletta says the “most powerful thing” about Spotify is that it feels a lot more private than Facebook or other social media platforms, because you’re feeding its algorithms in a different way. “You can’t upload anything, you can’t have conversations,” he says. You are not sharing photos, videos, or messages. But, despite this, Spotify still knows how you think and feel.
Spotify’s advertising documents show how ads can be targeted at your mood and what you are doing. Like electronica? Brands can target ads at the genre. But if you’re into folk, the ads probably won’t be the same. Listening to a “romance” playlist on a Friday night? The ads may be very different to your Sunday morning “road trip” playlist.