Dive summary:

• Affectiva, a company that tracks users faces and measures their emotional responses, received $12 million in funding from Horizons Ventures and Kleiner Perkins Caufield & Byers (KPCB) Digital Growth Fund.
• The startup comes from the MIT Media Lab, and the technology was originally developed for people with autism to better understand people's reactions.
• The company found traction measuring emotional responses to advertising, but the funding will be used to bring the technology to consumers, specifically gamers.
• The company is also building out a repository of facial reactions across cultures and is aiming to be able to tell what someone is feeling even with the slightest facial movement.

From the article:

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 the funding 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 early backers of Facebook, Spotify, Siri and more) and the Kleiner Perkins...