The BBC is Using Facial Recognition to Measure if Native Ads Work

Like many publishers, the BBC wants to prove native advertising works. But instead of just relying on awareness and brand lift surveys, the BBC is turning to facial-recognition technology.

In the fall, the BBC used software from CrowdEmotion to measure 5,000 people’s conscious and subconscious emotional responses to content marketing campaigns on BBC.com from clients like HSBC, Dassault and Hainan Island Tourism. Now, the BBC is rolling out the capability broadly to clients of its StoryWorks content studio.

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