All the latest UK technology news, reviews and analysis


Google 'pay per gaze' advertising looks to log user emotions via Glass

20 Aug 2013
Google Glass is now available in the UK for 1000

Google has been granted patents for a device that could monitor users' eyes and emotional reactions in order to deliver accurate advertising campaign analytics.

The patents, which Google applied for in 2011, show images of a Google Glass-style headset, which would keep track of users' eye movements. It describes the idea as a "gaze-tracking device that communicates with a server", which in turn keeps track of what the user looks at, creating a "gazing log" for advertisers.

In addition, the patent discusses going even further with the technology, introducing the idea of a sensor that keeps track of pupil dilation in order to judge the effectiveness of ad campaigns. "For example, if the advertiser desires to generate a shocking advertisement to get noticed or a thought-provoking advertisement, then the inferred emotional state information and/or the gazing duration may be valuable metrics to determine the success of the campaign with real-world consumers," the patent notes.

The patent document notes that privacy would be taken into account. "Personal identifying data may be removed from the data and provided to the advertisers as anonymous analytics," it said.

"In one embodiment, users may be given opt-in or opt-out privileges to control the type of data being gathered, when the data is being gathered, or how the gathered data may be used or with whom it may be shared."

A business model behind the technology was also outlined, suggesting that the price of each gaze could change depending on the level of interaction. "[An] additional feature of a pay-per-gaze advertising scheme may include setting billing thresholds or scaling billing fees dependent upon whether the user looked directly at a given advertisement item, viewed the given advertisement item for one or more specified durations, and/or the inferred emotional state of the user while viewing a particular advertisement."

Patent application shows Google Glass-like technology in use to increase the effectiveness of advertising campaigns

While the patent does not refer to Google's augmented reality Glass headwear, the images show head-mounted hardware, which looks remarkably similar to Glass, suggesting that future iterations of the gadget could include this technology.

Glass has provoked ire from both privacy bodies and government departments, with the UK's Department for Transport admitting it was looking to ban the use of Glass while driving before the device arrives in the UK.

  • Comment  
  • Tweet  
  • Google plus  
  • Facebook  
  • LinkedIn  
  • Stumble Upon  
Michael Passingham
About

Michael Passingham joined V3 as a reporter in June 2013. Prior to working at V3, Michael spent time at computing magazine PC Pro. Michael covers IT skills, social media, tech startups and also produces V3's video content.

View Michael's Google+ profile

More on Privacy
What do you think?
blog comments powered by Disqus
Poll

Microsoft Azure outage

Is cloud computing reliable enough for business yet?
13%
5%
13%
69%

Popular Threads

Powered by Disqus
BAE Systems Detica cyber attack demo

Detica reveals the dark arts of uncovering cyber attacks [video]

BAE Systems Detica lifts the veil on the cutting-edge technology it uses to detect and stop incoming cyber threats

Updating your subscription status Loading
Newsletters

Get the latest news (daily or weekly) direct to your inbox with V3 newsletters.

newsletter sign-up button
hpv3may

Getting started with virtualisation

Virtualisation can help you reduce costs, improve application availability, and simplify IT
management. However, getting started can be challenging

ibmv3may

Converting big data and analytics insights into results

Successful leaders are infusing analytics throughout their organisations to drive smarter decisions, enable faster actions and optimise outcomes

Project Manager

Roc Search's Client is currently recruiting for a Junior...

Systems Support Engineer

Roc Search's Client is currently recruiting for a Systems...

2nd Line Desktop Support Professional - Current CRB or SC Clearance

Vacancy: 2 nd Line Desktop Support Professional - Current...

Senior BI / Business Analyst - Stafford

Senior BI / Business Analyst - Stafford - Exciting time...

To send to more than one email address, simply separate each address with a comma.