Digital Envoy Inc., v. Google Inc.,

Filing 152

Attachment 2
DECLARATION of Timothy Kratz in Opposition to 151 MOTION for Extension of Time to Complete Discovery Corrected Notice of Motion and Rule 56(f) Motion, [128] Memorandum in Opposition,, 146 MOTION for Extension of Time to Complete Discovery Pursuant to Fed. R. CIv. P. 56(f) Second Supplemental Declaration of Timothy Kratz in Opposition to Google's Motions for Summary Judgment and In Support of Digital Envoy's Rule 56(f) Motion filed byDigital Envoy,Inc.,. (Attachments: # 1 Exhibit 1# 2 Exhibit 2# 3 Exhibit 3# 4 Exhibit 4)(Related document(s)151, [128], 146) (Blackman, Brian) (Filed on 5/3/2005)

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Case 5:04-cv-01497-RS Document 152-3 Filed 05/03/2005 Page 1 of 4 EXHIBIT 2 w T L w J p Q E P A M N P5 Google Answers : Internet Advertising Document 152-3 Case 5:04-cv-01497-RS Filed 05/03/2005 Page 2 ofagel of 3 4 Log in Google Answers Hom e ew Question Ask a Questio n Q : Internet Advertising (Answered*****, 0 Comments ) Sponsored Links : Job_Search _ Engines C areerBuilder .co m Question Subject : Internet Advertising CategoryComputers > In Asked by : denvoy-ga List Price : $5 .0 0 awyer Advertising ww .rwlynch .co m The most local jobs of any major he Leader in Lase Firm Marketing! Over 18,000imnth executive-level job site . Your dream job is waiting More calls equals more cases . ositions . Find the best-paid jobs! ob_Search _Engnes $100K + $ 50-$300/Hr Jo b pply In Seconds . Start Today o Experience Necessary . F r ww .TheLadders .co m aximumPayJobs .co n osted : 26 Jul 2004 13 :48 PDT xpires : 25 Aug 2004 13 :48 PDT uestion ID : 37932 9 What is the difference between "contextual" advertising and "information search"? Is contextual advertising considered the same as "information search" or is it somehow different ? Answer Subject : Re : Internet Advertisin g Answered By : east_erangel-ga on 26 Jul 2004 16 :23 PDT Rated : Hi! Thanks for the question . It seems that in marketing terms, the two concepts are very different . In contextual advertising, the audience or viewer is being served up by ads as he or she searches for information on the web . The information being sought after could be about a product or could be something very personal like info about a friend or data for a paper . Nonetheless ads are served up in the hopes that the viewer will be interested . It seems that in the present world this has been more used in the internet . Again in terms of marketing concepts, "information search" meanwhile is a process wherein the viewer is actively seeking knowledge or info on a particular product or company . Unlike in contextual advertising when the customer is most of the time passively being fed wit h marketing ads, information, in "information search" activities, the customer is actively seeking knowledge whether online or offline about a product he or she will buy . I have found the following websites defining the characteristics of "contextual advertising" and "information search" . Contextual Advertising : "For me, contextual advertising is when ads are delivered based on the content of a web page that's being viewed, usually in an automated or semi-automated manner . In other words, the ad system sees that you are viewing a page about travel, which it knows by having examined the words on the page or other factors . The system then delivers up in some fashion an ad that's related to travel . That's the "contextual " h ttp ://answers .google . com/answers/threadview?id=37932 9 13/2005 L 5 Google Answers5:04-cv-01497-RS Document 152-3 Case : Internet Advertising Filed 05/03/2005 Pg Page 3 ofa4e 2 of 3 part of all this . The ad about travel fits the "context" or subject of the page . " "Google Throws Hat Into The Contextual Advertising Ring" http_ :_/ t searchenginewatch .com/sereport/article .php/218353 1 "A contextual ad system scans the text of a Web site for keywords and returns ads to the Web page based on what the user is viewing, either through ads placed on the page or pop-up ads . For example, if the user is viewing a site about sports, and the site uses contextua l advertising, the user might see ads for sports-related companies, such as memorabilia dealers or ticket sellers . " "contextual advertising" h ttp :/ / www .webopedia .com/TERM / C/contextua l advertising .htm l Information Search : "The process by which a buyer seeks to identify the most appropriate supplier(s) once a need has been recognized . The information search process may vary based upon variables such as organizational size and buying situation . " "Dictionary of Marketing Terms" h ttp ://www .marketingpower .com/live/mg-dictionary-view1527 .php Search terms used : Contextual advertisin g marketing glossary "information search " I hope these links would help you in your research . Before rating this answer, please ask for a clarification if you have a question or if you would need further information . Thanks for visiting us . Regards, Easterangel-ga Google Answers Researcher denvoy -ga rated this answer: Thank you for your quick and thorough work ! Comments There are no comments at this time . oa-In, to add a commen t Impo rtant Disclaimer. Answers and comments provided on Google Answers are general information, and are not intended to substitute for informed professional medical, psychiatric, psychological, tax, legal, investment, accounting, or other professional advice . Google does not endorse, and expressly disclaims liability for any product, manufacturer, distributor, service or service provider mentioned or any opinion expressed in answers or comments . Please read carefully the Google Answers _Terms _ of Service . If you feel that you have found inappropriate content, please let us know by emailing us at answers- http ://answers .google .com/answers/threadview?id=37932 9 /3/2005 a 5 Filed 05/03/2005 P4 Page 4 of age 3 of 3 Google Answers : Internet Advertising Case 5:04-cv-01497-RS Document 152-3 editors@google .co m with the question ID listed above . Thank you . 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