Affectiva wins government backing to measure your emotions online

A startup called Affectiva said that it wants to change the way advertisers and researchers judge the effectiveness of an ad. With its upcoming Affdex service, companies should be able to use consumers’ webcams to record their faces as they watch a video. Then the company can measure the response — both the emotions consumers’ felt and how strongly they felt them.

“Personal network” startup Path lets users get emotional

Path, the social startup led by former Facebook executive Dave Morin, sounds both cool and a little mystifying. But as the service adds new features, like today’s addition of “emotions”, the company’s vision is becoming a little clearer.