Berlin based tech start - up , Vyking , has developed an interactive video service that it claims , will watch the user in return . Called ' ReactivAds ' this new format of video ads uses facial , gestural and emotional recognition systems via a webcam to offer a personalised user experience . It is centred on its live facial analysis system and designed to be immersive and fun . Once you’ve opted in, of course. The one proviso is that users chooses to opt into the service , giving the company access to their webcams . The benefits to advertisers include increased user engagement , enabling them to charge higher premiums for ads and using emotional responses to refine their campaigns . The practical application of the format is unsure , however , the CEO , Matthew Klimple says that users might be asked to watch an ad in return for access to paid - for content . Once permission is given , the technology will use facial traits to detect the users data and deliver the most relevant ad ; the video ad will adapt depending on the users facial expressions .
Berlin based tech start - up , Vyking , has developed an interactive video service that it claims , will watch the user in return . Called ' ReactivAds ' this new format of video ads uses facial , gestural and emotional recognition systems via a webcam to offer a personalised user experience . It is centred on its live facial analysis system and designed to be immersive and fun . The one proviso is that users chooses to opt into the service , giving the company access to their webcams . The benefits to advertisers include increased user engagement , enabling them to charge higher premiums for ads and using emotional responses to refine their campaigns . The practical application of the format is unsure , however , the CEO , Matthew Klimple says that users might be asked to watch an ad in return for access to paid - for content . Once permission is given , the technology will use facial traits to detect the users data and deliver the most relevant ad ; the video ad will adapt depending on the users facial expressions .