According to the patent (via Marketing Land), it describes a system called “pay per gaze” where it tracks when a person looks at an advertisement in real life, such as a billboard sign, a flyer, an ad in the newspaper, and etc. “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.”
Given that Google is pretty strong when it comes to placing ads in their services, who’s to say that they’re not looking to take that expertise and apply it to real-world situations? Of course there’s no guarantee that Google will indeed make this feature part of Google Glass, but combine it with the earlier patent, it seems that there definitely is some synergy there.