Affectiva Signs Deal With Ebuzzing Social, Will Integrate Facial Tracking, Emotion Responses With Online Video Ads

Affectiva and Ebuzzing Social Platform

Affectiva will soon integrate its facial response tracking software with the Ebuzzing Social video advertising platform. The company will integrate the Affectiva Affdex facial coding software with Ebuzzing Social. Last August Affectiva raised $12 million from KPCB, Horizon, and other investors.

Rebecca Mahony, VP of global marketing for Ebuzzing Social explains toTechCrunch:

“The agreement will cover content in Ebuzzing Social’s ad network — Ebuzzing says that network includes some 40,000 blogs, social games, mobile apps and Facebook in UK, US, France, Italy, Spain, Germany and Luxembourg. Ebuzzing works with companies like Toyota, Acer, Kia, Adidas, and their media agencies including Havas, Mediacom Starvest, Group M and Zenith Optimedia.”

The platform works by asking users to turn on their webcam via a pop-up window. After the user agrees to the webcam use their response to each ad they view is measured and then compared against other users responses.

Affectiva and Affdex was first developed at MIT’s Media Lab. The platform runs through a database that includes more than 300 million face frames to compare user responses to each online video ad they view.

According to Mahony, by using the platform customers “will have a deeper visibility into the statistical correlations of human emotions and video interactions.”

Ebuzzing Social’s platform adds metric tracking including like interactions, shares, click-through rates and the other social statistics.

The real question will be what type of users are willing to hand over control of their webcam to a social platform. While I personally don’t mind taking part in such helpful studies many online users are freaked out by even the slightest breach of privacy.

Terms of the partnership have not been revealed.

James Kosur

James Kosur has worked in the new media space for the last 10 years, helping many publications build their audiences to millions of monthly readers. He currently serves as the Director of Business Development at and the CEO of Aven Enterprises LLC.


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