August 28, 2013, by Mandour & Associates, APC

Los Angeles - Google, Inc. has granted a glimpse into its plans for advertising in technology with its newly registered patent for a “Gaze Tracking System” on its innovative future product, Google Glass.

The product, Glass, is a set of eyeglasses with a computer embedded into the side arm and a small screen displayed on the glass piece above the right eye.  A beta version of the Google Glass was introduced to developers in February 2013.

Newly minted U.S. Patent number 8,510,166 suggests that Google plans to add cameras facing both inside toward the eyes to track the gaze of the user and outside to reconcile what the user is looking at.

According to the ‘166 patent, Google intends to utilize its new Google Glass invention to track how long users look at particular advertisements.  The method, known as “pay per gaze,” would store data on what people look at and for how long.

Google has discovered the moneymaking potential of this device and plans to track users’ interaction with advertisements.  Google would store this data on a macro level, wiping the information of any personal identifiers, and then charge advertisers based on the amount of time that users spent looking at their particular ad.

The ‘166 patent further describes that Google would analyze the emotional reaction of the user to what is in view.  Google would then report this information to the advertiser, at an extra cost.  This would provide useful information to advertisers on what users respond to and how to develop engaging ads.

“Pay per gaze” could revolutionize the way that advertising operates.  Under this system, advertising both online and in traditional print media would dramatically alter its pay structure.  Instead of paying per billboard or print ad, advertisers would be charged each time a Google Glass user interacted with an advertisement.

This patent does not specifically state that the “pay per gaze” system would apply to the Google Glass.  However, the description of the product that this system would utilize matches that of the Glass.