Dive Brief:

• A new tool from Virool tracks real-time emotional reactions to video advertisements. 
• The tool, called eIQ, utilizes technology from RealEyes to track the facial expressions and head movements through a webcam that users opt-in to use.
• Advertisers receive data segments of age, gender, emotions, and a 1-10 score of video ad performance. 

Dive Insight: 

The company goes into great detail about how eIQ works in a post, but it doesn't explain any incentive viewers receive for agreeing to be tracked. That could be a hurdle in actually collecting the data. Regardless, this kind of real-time information could be infinitely valuable, as people's reports of their emotional reactions may not always be a true reflection of their in-the-moment feelings.