The smart bracelet that can read your emotions
7 July 2014 Last updated at 16:03 BST
Immersive technology is blurring the lines between the physical and digital worlds allowing us to become more involved in simulated experiences such as computer games and movies.
BBC Click's David Reid went to the Cannes Lions Advertising Festival where an audience of industry professionals watched images while wearing smart bracelets that were able to monitor their reactions and feelings about what they were seeing on screen.
This new technology could make big live events more immersive but could it also help advertisers understand our hearts and make us helpless to resist the products they are pitching?