Unilever and Coca-Cola are among the brands signing on to a recently beta-tested method of using facial-recognition technology to study the emotional impact of ads. The service, by WPP's Millward Brown working with Affectiva, creates a proprietary metric called Affdex that examines the face for cues on emotional response to creative and information such as product claims.
Coke, Unilever sign on for Millward Brown facial-recognition metric
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