You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Will Google Use Glass to Gauge Consumer Reaction to Ads in the Wild? New Patent Suggests Company Could Charge Advertisers on a 'Per Gaze' Basis By John McDermott, Published on August 16, 2013 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.