The Football Association Premier League Limited et al v. Youtube, Inc. et al
Filing
166
DECLARATION of Elizabeth Anne Figueira in supoport of Class Plaintiffs' Statement of Uncontroverted Material Facts in support of Their Motion For Partial Summary Judgment in Support re: 158 MOTION for Partial Summary Judgment dismissing with prejudice Defendants' First Defense asserted in Defendants' Answer to the Second Amended Class Action Complaint... Document filed by The Music Force LLC, Cal IV Entertainment, LLC, Cherry Lane Music Publishing Company, Inc., The Football Association Premier League Limited, Robert Tur, National Music Publishers' Association, The Rodgers & Hammerstein Organization, Edward B. Marks Music Company, Freddy Bienstock Music Company, Alley Music Corporation, X-Ray Dog Music, Inc., Federation Francaise De Tennis, The Scottish Premier League Limited, The Music Force Media Group LLC, Sin-Drome Records, Ltd., Murbo Music Publishing, Inc., Bourne Co.. (Attachments: # 1 Exhibit Exhibit 1, # 2 Exhibit Exhibit 2, # 3 Exhibit Exhibit, # 4 Exhibit Exhibit 4, # 5 Exhibit Exhibit 5, # 6 Exhibit Exhibit 6, # 7 Exhibit Exhibit 7, # 8 Exhibit Exhibit 8, # 9 Exhibit Exhibit 9, # 10 Exhibit Exhibit 10, # 11 Exhibit Exhibit 11, # 12 Exhibit Exhibit 12, # 13 Exhibit Exhibit 13, # 14 Exhibit Exhibit 14, # 15 Exhibit Exhibit 15, # 16 Exhibit Exhibit 16, # 17 Exhibit Exhibit 17, # 18 Exhibit Exhibit 18, # 19 Exhibit Exhibit 19, # 20 Exhibit Exhibit 20, # 21 Exhibit Exhibit 21, # 22 Exhibit Exhibit 22, # 23 Exhibit Exhibit 23, # 24 Exhibit Exhibit 24, # 25 Exhibit Exhibit 25, # 26 Exhibit Exhibit 26, # 27 Exhibit Exhibit 27, # 28 Exhibit Exhibit 28, # 29 Exhibit Exhibit 29, # 30 Exhibit Exhibit 30, # 31 Exhibit Exhibit 31, # 32 Exhibit Exhibit 32, # 33 Exhibit Exhibit 33, # 34 Exhibit Exhibit 34, # 35 Exhibit Exhibit 35, # 36 Exhibit Exhibit 36, # 37 Exhibit Exhibit 37, # 38 Exhibit Exhibit 38, # 39 Exhibit Exhibit 39, # 40 Exhibit Exhibit 40, # 41 Exhibit Exhibit 41, # 42 Exhibit Exhibit 42, # 43 Exhibit Exhibit 43, # 44 Exhibit Exhibit 44, # 45 Exhibit Exhibit 45, # 46 Exhibit Exhibit 46, # 47 Exhibit Exhibit 47, # 48 Exhibit Exhibit 48, # 49 Exhibit Exhibit 49, # 50 Exhibit Exhibit 50, # 51 Exhibit Exhibit 51, # 52 Exhibit Exhibit 52, # 53 Exhibit Exhibit 53, # 54 Exhibit Exhibit 54, # 55 Exhibit Exhibit 55, # 56 Exhibit Exhibit 56, # 57 Exhibit Exhibit 57, # 58 Exhibit Exhibit 58, # 59 Exhibit Exhibit 59, # 60 Exhibit Exhibit 60, # 61 Exhibit Exhibit 61, # 62 Exhibit Exhibit 62, # 63 Exhibit Exhibit 63, # 64 Exhibit Exhibit 64, # 65 Exhibit Exhibit 65, # 66 Exhibit Exhibit 66, # 67 Exhibit Exhibit 67, # 68 Exhibit Exhibit 68, # 69 Exhibit Exhibit 69, # 70 Exhibit Exhibit 70, # 71 Exhibit Exhibit 71, # 72 Exhibit Exhibit 72, # 73 Exhibit Exhibit 73, # 74 Exhibit Exhibit 74, # 75 Exhibit Exhibit 75, # 76 Exhibit Exhibit 76, # 77 Exhibit Exhibit 77, # 78 Exhibit Exhibit 78, # 79 Exhibit Exhibit 79, # 80 Exhibit Exhibit 80, # 81 Exhibit Exhibit 81, # 82 Exhibit Exhibit 82, # 83 Exhibit Exhibit 83, # 84 Exhibit Exhibit 84, # 85 Exhibit Exhibit 85, # 86 Exhibit Exhibit 86, # 87 Exhibit Exhibit 87, # 88 Exhibit Exhibit 88, # 89 Exhibit Exhibit 89, # 90 Exhibit Exhibit 90, # 91 Exhibit Exhibit 91, # 92 Exhibit Exhibit 92, # 93 Exhibit Exhibit 93, # 94 Exhibit Exhibit 94, # 95 Exhibit Exhibit 95, # 96 Exhibit Exhibit 96, # 97 Exhibit Exhibit 97, # 98 Exhibit Exhibit 97 part 2, # 99 Exhibit Exhibit 98, # 100 Exhibit Exhibit 99, # 101 Exhibit Exhibit 100, # 102 Exhibit Exhibit 101, # 103 Exhibit Exhibit 102, # 104 Exhibit Exhibit 103, # 105 Exhibit Exhibit 104, # 106 Exhibit Exhibit 105, # 107 Exhibit Exhibit 106, # 108 Exhibit Exhibit 107, # 109 Exhibit Exhibit 108, # 110 Exhibit Exhibit 109, # 111 Exhibit Exhibit 110, # 112 Exhibit Exhibit 111, # 113 Exhibit Exhibit 112, # 114 Exhibit Exhibit 113, # 115 Exhibit Exhibit 114, # 116 Exhibit Exhibit 115, # 117 Exhibit Exhibit 116, # 118 Exhibit Exhibit 117, # 119 Exhibit Exhibit 118, # 120 Exhibit Exhibit 119, # 121 Exhibit Exhibit 120, # 122 Exhibit Exhibit 121, # 123 Exhibit Exhibit 122, # 124 Exhibit Exhibit 123, # 125 Exhibit Exhibit 124, # 126 Exhibit Exhibit 125, # 127 Exhibit Exhibit 126, # 128 Exhibit Exhibit 127, # 129 Exhibit Exhibit 128, # 130 Exhibit Exhibit 129, # 131 Exhibit Exhibit 130, # 132 Exhibit Exhibit 131, # 133 Exhibit Exhibit 132, # 134 Exhibit Exhibit 133, # 135 Exhibit Exhibit 134, # 136 Exhibit Exhibit 135, # 137 Exhibit Exhibit 136, # 138 Exhibit Exhibit 137, # 139 Exhibit Exhibit 138, # 140 Exhibit Exhibit 139, # 141 Exhibit Exhibit 140, # 142 Exhibit Exhibit 141, # 143 Exhibit Exhibit 142, # 144 Exhibit Exhibit 143, # 145 Exhibit Exhibit 144, # 146 Exhibit Exhibit 145, # 147 Exhibit Exhibit 146, # 148 Exhibit Exhibit 147, # 149 Exhibit Exhibit 148, # 150 Exhibit Exhibit 149, # 151 Exhibit Exhibit 150, # 152 Exhibit Exhibit 151, # 153 Exhibit Exhibit 152, # 154 Exhibit Exhibit 153, # 155 Exhibit Exhibit 154, # 156 Exhibit Exhibit 154 Part 2, # 157 Exhibit Exhibit 154 Part 3, # 158 Exhibit Exhibit 154 Part 4, # 159 Exhibit Exhibit 155, # 160 Exhibit Exhibit156, # 161 Exhibit Exhibit 157, # 162 Exhibit Exhibit 158, # 163 Exhibit Exhibit 159, # 164 Exhibit Exhibit 160, # 165 Exhibit Exhibit 161, # 166 Exhibit Exhibit 162, # 167 Exhibit Exhibit 163, # 168 Exhibit Exhibit 164, # 169 Exhibit Exhibit 165, # 170 Exhibit Exhibit 166, # 171 Exhibit Exhibit 167, # 172 Exhibit Exhibit 168, # 173 Exhibit Exhibit 169, # 174 Exhibit Exhibit 170, # 175 Exhibit Exhibit 171, # 176 Exhibit Exhibit 172, # 177 Exhibit Exhibit 173, # 178 Exhibit Exhibit 174, # 179 Exhibit Exhibit 175, # 180 Exhibit Exhibit 176, # 181 Exhibit Exhibit 177, # 182 Exhibit Exhibit 178, # 183 Exhibit Exhibit 179, # 184 Exhibit Exhibit 180, # 185 Exhibit Exhibit 181, # 186 Exhibit Exhibit 182, # 187 Exhibit Exhibits 183 - 187, # 188 Exhibit Exhibit 188)(Figueira, Elizabeth)
To
From
Tim Armstrong lim@google.com
Suzie Reider
Kurt
Abrahamson
kurt@google.com
sreider@youtube.com
Cc
Bcc
Received Subject
Date
2007-03-21
022400
CST
2007.
ppt
Figueira
Den. Tab
VT
monetithtion
March
Sharing
the
PPT
has
that
was shared
with
Susan
Gokul
Rajas
and Joan
today.
Shashi
Seth
joined
the
YT team
focused
on monetization
and
led
this
discussion.
Hes drMng
Susan
could
much
hear
of
this
development development
and todays check-in
support
as largely
so
about
Again
by early
summer
ready
we
to
should
have
large
the ad
concepts
in
baked
to
sell like
the
systems/back-end
crazy.
go and
team
place
It
feels
like
it
is
coming
along.
Itll
be
fun to see
the
usability
testing
this
week
for
the instream..
YouTube
one.. through
it
treasury
really just
is
referenced paying
in
here...
will
dont
think to
we have
be done
means
the users
need
adsense.
Were
getting
closer.
The other tension which
review
is
Ill
highlight to
in
our next
quarterly
business and
the
our commitment
of
monetize on
it.
the partner
content
challenge
low
page
views
Attachments
YT
monetization
March
2007.ppt
Highly
confidential
GO000i00906824
YouTube
Monetization Strategy
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Consolidated
Roadmap
for
YT
Monetization
UGC Monedzaton
II
2007
Launch.
FuU
program
UGC
Test
Content
PYV Phase
MonedzaUon PUot instream Ads Test Start DoubeciicktoGAM MqraUon
New Ad Formats
02
04
03
on \f Search from instream Ads and
Mkjration
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CW Ads
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to
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PYV Phase
if
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Probem we
are addressing
are
Top useNpubflshers
ookng
for
ways
to
monetize
their
content Corn pethors have started revenue sharing and
our taient
attracting
some
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away
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wifi
provide
patform
for our users that wifi
aVow them
to
make
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Attract retain
and
taent on YOUTLthC
of higher
Encourage
quahty
creation
and
quantity
UGC
iaws
on
YouTube
Provides top taent carrot for foflowing copyright
Focus the top taent on creating
new content and YouTube
wifi
take care of business
PHot details
Top 50 users nvited
1.o
parficipate
.Aflow
users to teD us which content
or
at this time
can be monefized in the
upbad process
my
accounts
Only dspay ads used
Ads served oy
if
CAM
can be monetimd and
Ensure
at only oriqina content
fingerprinfing Also ensure that duplicated
manua review
monetizabftcontent cannot be
upioaded
Provide
simpe reportng on
daily basis
on my accounts
Payment through YouTube treasury
1..
0.
cn
Highly
Confidential
G0000t-
00 906832
Key Dates and Roadmap
I-.
3/28/2007
Launch
PUot
4130/2007
Pubhsh resuRs from the
Pot
flesuRs froni instream Ad experiments
back
5/30/2007
G.AM
to
Adsense ntegraton compiete
$/14/2007
Launch
FuU
UGC Revenue
Sharing
1-0011
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cci
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Highly
Confidential
Go000l-00906834
Monetization Models
Available Available
Now
2H07
CPM
$8 Floor
728x90 Display Sanner
CPM TBD
Ni
Ui
YouTube Saes Phuosophy
dftect
YouTube pursung
seies
for biue
reseivation-based sales strategy
chip brand advertisers inventory
DeUvers on promise
of
VouTube
protects vaiue
of
Maximizes revenue
and
Obt.anng sponsoshps ro painers arhsts
track record or inventoy
traffic
ndvdua
forecasts
events
is
scabie
No proven
VouTube becomes
Habie for
non
guarantees
inventory not aUractive
to advertisers
GeneraHy
partner
low volumes
of per
YouTube
wifi
maximize revenue
arger pocs
of
inventory
avaflable
through
by leveragnq content category targefing
AVows increased
Creates scalable program
benefit
CPM
rates through audience sIzes for iarge
of
targeting advertising
commitments
aggregated
inventory
Smafler partners
from scale
OUT
CategoryBased Saes Approach
9QY.i14Iigthg.
Vehdes
Autos
Comedy
Entertainment Animation
Film
Gadgets
Games
How To
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PoflUcs
News
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Peope Ankmas
Pets
Sports
Trave
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G0000i.00906838
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Key Dates and Roadmap
NOW
GAM
Mgrafion
nMonetization of Partner Content
March
May
2007
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March 2007
Apr11
2007
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wifi
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to consider for
broader
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survive metrics
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performance
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Overview and key dates
When
week
test hi
March March 28 tentative
for
Objecflve Evaiuate user response and ad performance several ad mods induding combinations of pacement
companion units geo/content-tarqeting
advertisers
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Scope 5i
5070
videos
Management
to soecific
tarae.ted
campaigns wifi be frequencycapped videos and in some cases geota.raeted consumption reotdng and user
study
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responsa/brand effectiveness
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What
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to test variety of
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219/2007
siuued
2112/2007
Create
advertiser target videos
shorthst
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nffia agency/advertiser
caDs
2/29/2007
advertiser
commftment
strategy
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3/15/2007
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3128/2007
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dftficuft
for
content to be
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quafity
is
discovered content
of
oftentimes buried
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be monetized
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filter
advertisers
to
promote
compefitive advantacie video authence
car
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variety of
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YouTubs
wgest
internet
content
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quafity
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