Google Patents ‘Pay Per Gaze’ Technology
Money spent on advertising tends to go to waste if it does not reach the targeted audience. Online advertising is one of the best examples where this problem looms at large, thanks to the arrival of Ad Blocking browser add-ons and their extensive blacklists almost all adverts tend to get blocked. This has raised a problem for websites whose revenue comes from advertisements, and Google being one of such companies has taken a pragmatic approach to this problem and has patented a technology that tracks the userâs pupils to check whether the ads have been viewed or not. The pay-per-gaze advertising #-Link-Snipped-# was filed in the year 2011 and the records were made public last week.
The patent application talks about a head mounted device that tracks the movements of the userâs pupils and time taken to read the advertisement to make sure that the person has actually viewed the advert and it charges fees depending on the number of hits. The system also records the emotional reaction of the audience by checking whether the subjectâs pupils have dilated or not. The system will not just be limited online but will also work for billboards, newspapers and magazines. Since Google always displays adverts depending on the userâs interests, this system also follows the same policy and makes sure that the keywords on which the user spends most time are reflected in future adverts. The most interesting fact about this patent is that it mentions the use of a head-mounted device, but never mentions the words âGoogle Glassâ.
As this news sparks debates among privacy crusaders worldwide, we would like to point out that Google shall be storing this information anonymously without user credentials and as it is with all patents this one is just an idea and its implementation in the real world is still uncertain.
Source: Google patents 'pay-per-gaze' eye-tracking that could measure emotional response to real-world ads - The Verge

The patent application talks about a head mounted device that tracks the movements of the userâs pupils and time taken to read the advertisement to make sure that the person has actually viewed the advert and it charges fees depending on the number of hits. The system also records the emotional reaction of the audience by checking whether the subjectâs pupils have dilated or not. The system will not just be limited online but will also work for billboards, newspapers and magazines. Since Google always displays adverts depending on the userâs interests, this system also follows the same policy and makes sure that the keywords on which the user spends most time are reflected in future adverts. The most interesting fact about this patent is that it mentions the use of a head-mounted device, but never mentions the words âGoogle Glassâ.
As this news sparks debates among privacy crusaders worldwide, we would like to point out that Google shall be storing this information anonymously without user credentials and as it is with all patents this one is just an idea and its implementation in the real world is still uncertain.
Source: Google patents 'pay-per-gaze' eye-tracking that could measure emotional response to real-world ads - The Verge
Replies
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Nayan GoenkaI think it is a repeated topic? We should merge it I guess. Anyways, according to me, this is unacceptable. It is invading others privacy. They can actually spy on you in the name of your advertisement activity.
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Sarathkumar ChandrasekaranLet me throw you a question.Do you think all people prefer google glass?
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Nayan Goenka
It is not onlyfor Google Glass. it is intended to work as gaze authenticator which will be an independant device. Glass seems to be best deploymentCSK AUTOLet me throw you a question.Do you think all people prefer google glass? -
Sarathkumar Chandrasekaran
So only people who were wearing google glass can be monitered?Nayan GoenkaIt is not onlyfor Google Glass. it is intended to work as gaze authenticator which will be an independant device. Glass seems to be best deployment -
Nayan Goenka
Right now, yes. But they are coming up with similar devices too. Glass is not affordable for everyone. And i think they will develop application on web cameras also. That is feasible tooCSK AUTOSo only people who were wearing google glass can be monitered? -
Anoop KumarNow they will know where you are looking at 😘👀
You are reading an archived discussion.
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