DEVICES: Google Glass has captured the imagination of the tech community now that high profile figures like Robert Scoble are playing with it. But looking beyond Google's first foray into wearable technology, what does it all mean for brand marketers? Consumer tracking, first of all. READ MORE on Adage.

You might know how much an impression's worth for your brand. Perhaps you can estimate the value of a click, or social actions such as buzz, likes and shares.

But what if you could measure a customer's level of physical activity? What about posture, sleep habits, or even virility? That data's going to become increasingly available to marketers and advertisers as we head into the age of the cyborg.

Will brands get involved in the actual technology itself or take advantage of the data behind. It is more than likely to be the latter, given the experience so far of the likes of Nike, Pebble et al.

So what will they do?

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