Affectiva’s Affdex technology detects facial and head movements through a webcam, and classifies them into emotional states. By integrating this technology into Link the firms claim brand owners will benefit “from more granular data on which messages interest, amuse or confuse viewers”.

Graham Page (pictured), executive vice president of Millward Brown’s neuroscience practice, said: “Describing feelings in detail is never easy. By adding facial expression analysis to Link, brand owners can get at the emotional response that people might not be able to articulate in surveys.”

Millward Brown owner Kantar invested $3m in Affectiva last July as part of a $5.7m Series B financing round.