The European Commission has awarded a EUR3.6m (GBP2.6m) grant to Imperial College London and Realeyes to develop technology that can read how much people like the content or ads that they are watching online. The aim of the project, codenamed "SEWA: Automatic Sentiment Analysis in the Wild," is to develop automated technology that will be able to read a person's emotion when they view content and then establish how this relates to how much they liked the content.