Affectiva, a Waltham-based firm focused on emotion measurement technologies, said Tuesday that it has secured $12 million in Series C financing.
The round was backed by Hong Kong businessman Li Ka-shing’s Horizons Ventures and Kleiner Perkins Caufield & Byers Digital Growth Fund, with participation from existing investors, Affectiva said.
Affectiva, an MIT spin-off founded in 2009 by professor Rosalind W. Picard and research scientist Rana el Kaliouby, said it commercialized emotion technologies, including Affdex, an automated facial coding platform and Q Sensor, a wearable biometric sensor.
Building on its momentum in market research, Affectiva said it will use the new funds to accelerate Affdex development of emotional insights for all forms of online video content, including advertisements, trailers, TV shows ,and movies.
Affectiva said that with Tuesday’s announcement, it has raised $17.7 million to date.
Using the webcam found on laptops, tablets and smartphones, people will watch Affdex-enabled online videos and share their emotional experience with friends, family, and content providers, the company said.
“Our goal is to make Affdex a globally ubiquitous tool that enables people to understand and share their emotional experiences online,’’ said Affectiva chief executive David Berman said in a statement.