EC awards grant for tech that measures content 'likeability'
The European Commission has awarded Imperial College London and Realeyes a £2.6m grant to develop technology that can measure how much people like content and ads they're watching online.
The European Commission has awarded Imperial College London and Realeyes a £2.6m grant to develop technology that can measure how much people like content and ads they're watching online.
The European Commission has awarded Imperial College London and Realeyes a £2.6m grant to develop technology that can measure how much people like content and ads they’re watching online.
The project, codenamed “SEWA: Automatic Sentiment Analysis in the Wild” has been launched in a bid to create automated tech capable of discerning a person’s emotion when they view content being served online, and connecting that emotion to how much they enjoyed it.
Mark Melling, director of video at AOL International, said: “This project is a huge leap forward in video ad tech. In-depth and direct feedback on which videos resonate with which viewers in real-time is the Holy Grail of video marketing. Media-wise it’s a double-win by simultaneously providing more engaging videos to viewers and improving advertising performance.”
Currently Realeyes, the technology partner for the project, can establish some emotions but how those relate to whether someone likes content is yet to be determined.
The project will be led by Professor Maja Pantic from Imperial College London alongside an expert advisory team made of of Skype, AOL, Kaplan and Ipsos.
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