The New Face Of Ad Tech Goes Consumer: Emotion Tracker Affectiva Takes $12M From KPCB, Horizon Ventures, Others

The worlds of ad technology and consumer engagement in games and other online activities moved a little bit closer together today. Affectiva, a startup spun out the MIT Media Lab with a way of measuring emotional responses from online users by tracking their faces, is today announcing a round of funding worth $12 million. It will use to take its technology, first implemented to measure the effectiveness of ads, into the consumer market. The Series C round was led by?Horizons Ventures (investment vehicle for Hutchison's Li Ka-shing) and the?Kleiner Perkins Caufield & Byers (KPCB) Digital Growth Fund, with participation from existing investors, which include WPP, Myrian Capital and the Peder Wallenberg Charitable Trust. As part of the financing, Affectiva is also picking up two superstar investors: Mary Meeker of KPCB will become a board advisor; and Frank Meehan, who had been behind some of the most innovative mobile ventures at Hutchison before he moved over full-time to Horizon, joins the board of directors.

Source: http://feedproxy.google.com/~r/Techcrunch/~3/LIqklW-izkQ/

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