Google Inc. (NASDAQ:GOOG) has received a patent for determining how consumers respond to billboards, magazine ads, and online text/banner ads. The patent is for a “Gaze Tracking System.” Google’s patent for pay-per-gaze advertising would be able to determine a person’s reaction using a sensor, possibly built into Google Glass to determine when consumers are looking at ads in the real world and online.
“Pay per gaze advertising need not be limited to on-line advertisements, but rather can be extended to conventional advertisement media including billboards, magazines, newspapers, and other forms of conventional print media. Thus, the gaze tracking system described herein offers a mechanism to track and bill offline advertisements in the manner similar to popular online advertisement schemes,” states the patent application filed in May 2011.
Google Inc. (NASDAQ:GOOG) will measure how long someone looks at an ad and their emotional response based on pupil dilations. Google Glass users will be able to opt out of the “pay-per-gaze” tracking service. The data collected is anonymous.