Overture Services, Inc. v. Google Inc.

Filing 116

Declaration of Ravind S. Grewal in Support of 115 Google's Responsive Claim Construction Brief filed by Google Inc.. (Attachments: # 1 Exhibit 1# 2 Exhibit 2# 3 Exhibit 3# 4 Exhibit 4# 5 Exhibit 5# 6 Exhibit 6# 7 Exhibit 7# 8 Exhibit 8# 9 Exhibit 9# 10 Exhibit 10# 11 Exhibit 11# 12 Exhibit 12# 13 Exhibit 13# 14 Exhibit 14# 15 Exhibit 15# 16 Exhibit 16# 17 Exhibit 17# 18 Exhibit 18# 19 Exhibit 19# 20 Exhibit 20# 21 Exhibit 21# 22 Exhibit 22# 23 Exhibit 23# 24 Exhibit 24# 25 Exhibit 25# 26 Exhibit 26# 27 Exhibit 27# 28 Exhibit 28# 29 Exhibit 29# 30 Exhibit 30)(Related document(s) 115 ) (Grewal, Ravind) (Filed on 1/30/2004)

Overture Services, Inc. v. Google Inc.

Doc. 116 Att. 23

Case 3:02-cv-01991-JSW

Document 116-24

Filed 01/30/2004

Page 1 of 4

EXHIBIT 23

Dockets.Justia.com

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Case 3:02-cv-01991-JSW

Document 116-24

Filed 01/30/2004
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Page 2 of 4

;; v. Google , N. D. Gal. CO2-01991

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bl11):II...",w. O\;w(ddy. t:om/inkl~rcbj' I~s.l97.'27byt(;.

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GoTo. Hell
rYhal happens
lVe your ~ycballs for sale'?

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The ~tarch ~IIgiI1e

GoTo. com think.!;

so, and its approach is genern~ing $I bjl of controversy on the

when an online search engine

accepts cash from JiVeb sites?
B;I W)'n Hill)

Internet. Tradi6omi!ly, search engines havc us~d a mathcmaticat algorithm truLt C:O\lOlS keywords to rank their results (like \haVj';l:l and r \(r,~) or the more human touch of an edilorial Yaboo t). BUf staff sorting through rhousa.nds of Web 5ites (like Pasadena.- bMed GoTo has come:- up with a radically different method; he:- wbo coughs up roe most cash .....1m;,

With me alsorithm Lyees uscs, j'oujust gel too momy re~dts
for on~ se'1fch term, " ~xplained GoTo CEO Jdfrc:y Brewer. " The Yahoo! mQdel is editoriall)' col1sLrained by constantly reviewing site~. \Ve re lhr first search engine thal)S gc, ing iol.ltililG a third way-th~ free market

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In th(: GoTo mudd , b\l$jne:;~ bid for p~accm'Cnt jn the results from a query. The: results ar~ rank,=d with tm highest
bidder5 fi~i , foHowe.d by the mas: popu:ar 5it"D (dctcm-.im;d b:;: user polls) and then by the common rabble of non- paying. sites. , fDf example, a ~arch for " ~por1S ' tu.rJu; up row businesses
v,'illing to pay

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5 c~n15 api~ce for each pa~r of eyes that goes to

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their sitl;:s (advcrti~(:r~ On GoTo pay onJy for " dick throughs: or
~cruaJ visits to the
rde::1.Sc thOiI this

adV-I';rilSE:d si!t::)-

GaIo claimed in a press

matkel appro~ch " r~moy(':s tht cot'lfm:ion of lUl/.':m~t searches by en.abling COn5umers to find what they're Jooking for faster, and (allows) Wc::b 5i\es to fc:ach targeted cons-UIT1~rs in Ih~ most efficient way,

fy 5earch on GaTo far " orange county," howev~T, tl.lrnt.d up

Some rather dismaJ r~ts: 5t\' ~n out of the first 10 listings had nolh.ing to do with oc. J gol si!es d~ing with Alachu.a County schools, me LA County library and the National Oraogc Show
Bapardino. Brewer pointed out that Mnot oftbose sites ""'ere paying advcrtj~rs and said my disappointing search results simply I::Ughlighted the: problem" inhc:rcl1t in al,gorithrn- ba.scd x~!.rr;bts Jjke those J.J.SC.d by Lyros- But the s.amc:: search on Lycos turned up ntW5 articks OD GC , local re.a.l-':S'late
Ev(:111$ C,c:f!kr in Sa!!

listings and so fl)M-a perfect 10 O\.lt of 10..
Y.ilico' brought up

stMchihg on

a 1Tea$ill'e trove of sites dt'Votro 10 OC.

including govelluneOr sites , bosines~s and online guidc:s to the county. Even the paying sites on GoT Q occasionally seem out of
rJ act;, My sear~h for " SPN1) "
or'll1ne malL
brougbt ur shc.pping. com , a.'1

Leaving aside the que$tion of wh~lher Go T Q. com iiv~s up 10 its billing as il more efficient 5t:a:rch cngim;,; , it:; capitalist emphasis

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Case 3:02-cv-01991-JSW

Document 116-24

Filed 01/30/2004

Page 3 of 4

a v. Google , N. D. Gal. CO2-01991

oTo.lWI

I1l1p:llw",w. oc""etld~. comJmlu' archj\. t:J97127b)1c-

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L~ Mousing

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among tTaditionaJIy frcc-5piritJ::d

ve etlcounl.ered some resistarli:e;' Brewer admitted. He ascribed l\1Ih.:h oftl1e opposition to an experience Ne.jzws had two y~a;s ago with a search engine called Open Text, like GoTe, Ope-n T(;xl offered companies the opportunity
Nt:ti:rell:;', "

to pay rOt a higher nmking in its search results. But , according to
Wired NeWs , after customer CQrflpl.airll~. Open T cxl dr"pped the. pay- foI~ pl~!;:emefit plan.

ve been compared to OpC:fI T c:.~t, a Brr;wer sai-d, "BlJt the .. dIfference is 1.he-y we('(;n t open about it. They were se!!in,g placemctlt without ~Uing ronsumers. We re doing the opposite.
challenge the model ,

We want yOli to know bow this mockl worlcs. You could but you can ( say we re being disbonc:st.

reap-Ie confu:;t: the hQn~sty issue \Vim the EU1!i-comrnerci~j~m 5;l':ntim~nt c1.lITmtly On thl!: Net."

Indeed , GDTo is quite upfront about it:; pay- for- plac.em~t
~tr.1h:gY- l)nt: might e-veTI. say brazen. Nc)(j to each listing in its search results is the all1oW11 of mofJe1 th~ advertiser is paying for a click through. No Olll': could argue tt' s trying to deceive: its

uscn about how it ranks it, re:sults. .I\nd advertising is nothing lleW to search ~rlginl:s; Yahoo! , fOT instance, TtapS millions from
ooru1.;'r ads

and partnership deals wilh other compan.ie~ tQ di$pl~y

Ihem prort1ine~tJy on their pages, But those ads are entire-I)' separate from tht sl;:ar-ch rc$Ull:';8 re-wer

ar~ed that Ga To s more capitalist apPfIJ;\ch i:;;

bett~r- suiled to an incrtasingly commercial ir1t~rn~t. " FoT certain categories , there ace an increasing number of comparU~ OD the

group of cori1p~it:S jn1erestc:d in :lelling t)T1.lin~ . As tho~ Dwducls aJ1d seflilces become a btgger component of the Web , I Ihirtk our modtl btcom~s much more viable. P~opk are looking for thing:;; !~ko: thai more 1han ",,'hat the Web is traditionally
!cTJ.Qwn for, lik~ Tinra-')' or rdm~n~ ffia!eria1s.

We:-b that are trying to e-duc-ale consumers about thing.s you can buy in the outside \"' otld," he ~d. " Then s also a whole olkr

to point (jut that GoT 0 wasn t trying to sites. But Bill Gross . chairman of (;o1'o s parenl company, id~alab! , took a more antagonistic stancc, ~ Tho OoTo modd :recognizes the:- dr3rTli!.ti~ shift tl--.at ha5
exdud~ noJX:omm~rda!

Brewer was .111pains

tahn p!4ce 011
:;,aid.

the- jll.t~mct sine;;

i~ in(-eptiOf1. No long.t't aii.

egaIitaridI1 playground for th~ tt~h-$avvy community. it has Ix:com!:: Ihe foc-u.s of corporations and invaded by the ma.o;ses:' he

realized it was possible lo make money onlin!:. Gross wmmenls might remind you of an ad IBM ran a while back fearuri:i.1.g comedian Derus L\'..8.ry ;;laJk;ng around Jih: an irritated pamJler and sneering ,n aJ, the !bings ~opl~ could do opji.n~.wilb the mlplicalion bei..i1g that (:verything people had achie'ycd Of) the Int~met tIJI..IS far was worthl~ bct.ausc it didn' t earn;my IDom:y.
Then attitude !end" to irritate die- hard NelizerLS wb) dun t
rt31ly

Wr~slirJg control of the ICllemtt away from insular eggheads and 1adoring it for f11a$S consumption ha.$ become a rallying cry for corporaliops ()vt'f the pas'. wupk of Y~-(;vcr since thq

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Case 3:02-cv-01991-JSW

Document 116-24

Filed 01/30/2004
Ie

Page 4 of 4

v. Google , N. D. Gal. C02-01991

,oTo. Hdl

http. ,'\"""". 11cwcdJ)' . com.:inl'/3r(hi"t,,' 9 71271.~1c- 11. 9&.

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mind if .5omconc wants to sell ~hlff Qnlin~ but resent belng lL)ld
111.af fan pag1:s ,

~causr;'; they

re nol pwfitilblt- Value 3S

ch:lt rooms and Sla.r Trek jQk~s ,m~ un!mportant not ;1h'-' 3)'5 mta5ured in

cash.
Exc~pt , ofcoUJ'$~ , Lha\ GoTe thit1.ks il d.-x:s. ImpJ1cit in its pay. for- pi i1tcmeut modd is lht 355umption that if 8 comp.my is.

~illing to shell out cash for a higher se.aI\:h raJlJdng, il mU5~ be
ju.st what conSLID1en assumptjon tracks.
arc J""kirtg fQT . And
I'm

not ~tlf~ tIml

Tell Wyn what she s

worth at

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