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Why advertisers are tracking your emojis 😱

Vox | December 13, 2025



It’s not just your Google keywords anymore. Advertisers are developing ads to target consumers based on the emojis they use.

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With Twitter’s new emoji tracking tool, advertisers can track how and when users post emojis and determine users’ emotional state. Depending on those feelings, they can deliver ads that best match their emotions at that time.

Advertisers say that this will allow them to deliver more relevant ads, but there are opposite concerns about consumer privacy. Watch this video to learn how advertisers are using this tool and how it changes the ads users see on Twitter.

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Comments

This post currently has 44 comments.

  33. @LM11116

    December 13, 2025 at 7:29 am

    i wonder how people like me that use emojis almost exclusively ironically (the only ones i ever use seriously are the hearts, but i also use them ironically so it's probably even harder to tell) affect these algorithms? i doubt they can detect irony or sarcasm because often people satirizing something are using the same key terms as what they are satirizing.

  42. @mariaeduardaanjosmoura3776

    December 13, 2025 at 7:29 am

    Ok but this system feels very vulnerable when it comes to sarcasm- I don’t ever use the 🤩 emoji unless I am being sarcastic. Don’t think I’ve ever used it in its “pure form” whatever that would be. Y’all think they would be one step ahead of that already?
    My tweeter feed is 90% bad jokes and sarcasm so I think I’m not the target here lol

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