Affectiva, a company that utilizes its facial-recognition software to measure reactions to advertisements and videos, addresses potential privacy concerns with its methods in a recent Advertising Age feature. While the company usually works with “opt-in” volunteers in a method akin to a focus group, it also places “huge emphasis on analyzing ads ‘in the wild,’” the article reports. Says Affectiva CEO Ken Denman, “We keep the metadata. We discard the image.” Unnamed Affectiva executives also confirmed that the company reserves its real-time analysis for “public venues” in which the individuals “are already being filmed.”
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