[T]hanks to software developed by a media startup called Affectiva. Researchers used viewers’ home webcams to monitor the facial movements of more than 1,200 people as they watched advertisements for sweets, pet supplies and groceries. The model accurately determined whether they enjoyed the video, according to the study published in the peer-reviewed IEEE Transactions on Affective Computing this month. The system could potentially be harnessed by streaming services like Netflix, says Daniel McDuff, Affectiva’s principal scientist. – Olivia Goldhill, Quartz

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