InsightExpress will measure consumer emotions to television advertising through an alliance with Affectiva. The company will use Affdex Automated Facial Analysis technology, giving brands the opportunity to optimize their advertising campaigns gaining quantitative neuromarketing techniques. Using a Webcam, the technology reads the emotional state from facial expressions. providing insight into consumer responses to advertising and media. While viewers watch ads through an opt-in process, Affdex captures their facial expressions through the Webcam. The combination of InsightExpress and Affdex technologies aims to test ad without cognitive bias.