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Visual advertising coming to Google Glass

Google Glass eyeing up advertising

A patent issued to Google this week has hinted at the future of marketing – Pay Per Gaze.

While Google Glass is not mentioned by name, the description makes it clear that this is indeed the product involved, stating that the patent is intended for a “head mounted device which comprises eyeglasses and side-arms that engage ears of the user.”

Pay Per Gaze

Pay Per Gaze would involve Google Glass including eye tracking software which could monitor exactly what the user was looking at, and charging for every time an advert met a users gaze. This process is fairly similar to PPC advertising which is already widely used, however it appears as though Google wants to go beyond merely tracking views.

Further details contained within the patent states that the ’emotional response’ of an individual could also be tracked, such as eyes widening or other signals of interest being shown. This suggests that Pay Per Gaze may be advanced enough that an advertiser is only charged if the individual who comes across their product is truly interested in the service or product on offer.

This advertising venture seems to contradict the terms of service for Google Glass developers, which explicitly states that advertising is not allowed within section two of the API:

No Ads. You may not serve or include any advertisements in your API Client. You may not use user data from your API Client for advertising purposes. You may not sell or transmit any user data received from your API Client(s) to a third-party ad network or service, data broker, or other advertising or marketing provider. For the avoidance of doubt, user data from the API Client(s) may not be used for Third-Party Ad Serving (“3PAS”).

Kleon West, business development director at theEword remarked: “Google Glass has yet to enter mainstream use, however it is clear that Google are preparing for this eventuality. With some extremely advanced marketing techniques being implied, it will be particularly interesting to monitor the progress of this patent and whether it comes to fruition”.

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