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News Article | Posted on 2/20/2013 For the first time, brands will be able to understand and react in real-time to users’ emotional responses to their online advertising Affdex uses Computer Vision and Machine Learning algorithms, developed in partnership with MIT, to detect facial expressions and head gestures obtained from webcams or mobile cameras. It assesses, analyses and interprets the user’s reactions to content to detect the full range of emotions from joy, discomfort and indifference to rapt engagement.