Affectiva raises $5.7M to sense and measure emotion

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Affectiva, a Massachusetts start-up spun out of the MIT Media Lab, has nabbed $5.7 million in Series B funding to help it pursue technology which helps recognize and measure human emotions.

The new financing was led by Kantar, the consumer insights group for marketing firm WPP and Myrian Capital. The money will go toward advancing work on Affectiva’s two products, which get at the issue of understanding and gauging human emotions from different directions. Affectiva is working on a technology called Affdex, a piece of software that uses webcams to recognize interest, liking and attention from users. The system uses machine learning and computer vision to understand non-verbal responses and check them against one of the largest databases of facial expressions. The system can be used to help media companies get quick feedback and consumer reaction or it can help advertisers understand how effective a commercial is.


Affectiva raises $5.7M to sense and measure emotion