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Google Glass’ role in advertising and content may be a bit out of focus—but initial use of the nascent technology may change that perception, as agencies and brands prepare for a wearable ad tech future.
Kenneth Cole recently became the first advertiser to incorporate a Google Glass app into its marketing—just one of the new ways the Internet specs are used to sell products. “Even though the technology is still in the pilot program, we want to be looked at as an innovator and early adopter,” said Lauren Nutt Bello, partner at Ready Set Rocket, a firm working for Kenneth Cole.