Although the patent may be creepy...
The text of the patent refers to media recommendation (not advertising) - contrary to the sibling comment where you claim it will result in ads for Dollar Shave Club, the patent does not once use the term "advertising". Sure, it could be used for that, but I don't think that's the main intention at all.
How are you going to know that Spotify has recommended you a song based on your gender? Are we assigning genders to songs now? Straight white cis males can like Aqua's "Barbie Girl", too.