Rockstar Consortium US LP et al v. Google Inc

Filing 123

RESPONSE in Opposition re 117 MOTION to Strike Defendant Google Inc.'s Deficient Obviousness Disclosure Under Patent Rule 3-3(B) filed by Google Inc. (Attachments: # 1 Declaration of Lance Yang, # 2 Exhibit A, # 3 Exhibit B, # 4 Exhibit C, # 5 Exhibit D, # 6 Exhibit E, # 7 Exhibit F, # 8 Exhibit G, # 9 Exhibit H, # 10 Exhibit I, # 11 Exhibit J, # 12 Text of Proposed Order)(Perlson, David)

EXHIBIT H

Exhibit A1

Chart A-1
Claim Chart of ADAPT/X
as prior art to
Asserted Claim of U.S. Patent No. 6,098,065 (“’065 Patent”)
and
Asserted Claims of U.S. Patent No. 7,236,969 B1 (“’969 Patent”)
and
Asserted Claims of U.S. Patent No. 7,469,245 B2 (“’245 Patent”)
and
Asserted Claims of U.S. Patent No. 7,672,970 B2 (“’970 Patent”)
and
Asserted Claims of U.S. Patent No. 7,895,178 B2 (“’178 Patent”)
and
Asserted Claims of U.S. Patent No. 7,895,183 B2 (“’183 Patent”)
and
Asserted Claims of U.S. Patent No. 7,933,883 B2 (“’883 Patent”)
This chart is based on Rockstar’s apparent construction of the claims, and is not an admission
that those constructions are correct or appropriate.
ADAPT/X

’065 Patent
Claim 1
1. A method of searching
for desired information
within a data network,
comprising the steps of:

To the extent that this preamble may be construed to be limiting,
ADAPT/X searched for desired information within a data network.
See, e.g.:
NAQVI WO1 at Abstract - “The advertisements on the server are
not tied to any particular page containing information on the
network, but rather, are retrieved in response to a query entered by
the user (17)”
NAQVI WO, p. 2 – “That is, when a user uses certain search
engines for conducting a search, the user will be shown
advertisements while doing the searching.”
NAQVI WO, p. 15-16 – “Initially, a user requests a particular piece
of information through one of the clients 17. The user's
10 request is given to the WWW Daemon 16, which passes the
information to the gate 15. The gate 15 at this point

1

References to “NAQVI WO” are to WO9721183 to Naqvi et al. Google also here incorporates
by reference the corresponding portions of US App. No. 08/569,639.
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decides what piece of information is being requested by the
user and finds other relevant pieces of information that
can be commingled with what the user has asked. The user,
15 for example, might ask the system to see certain car
dealers, to find a phone number of a car dealer, or to get
a page of a particular magazine. The gate 15 at this point gives the
request to the matching rule engine 18 ("MRE"). The purpose of
the MRE 18 20 is to look at the content of the user's query and to
find a category within its active index SIC 19 that matches the
same type. If the user has asked for car dealers, the MRE
18 invokes its rules to determine that car dealers are part
of a class of things relating to transportation. Based on
25 the classification determined by the MRE 18, the system now
knows that the user is asking about cars or about
transportation or about whatever else that the user might
be interested in. The MRE 18 at this point then returns to the gate
15 30 the category index of the user's query. If the user had
asked about cars or about family sedans or about sports
cars, at this point the MRE 18 would have figured out that
the user's interest falls into a certain category. Based
on the user's interest category, the system then retrieves
the advertisements that are relevant to that category.
Thus, the purpose of the MRE 18 is to figure out what the
5 user requested, to place the user's request in a category
of a classification system (i.e., the active index SIC 19)
and, based on that classification, to retrieve relevant
advertisements.”
NAQVI WO, p. 21-22 – “The information brokers or content
providers shown in Fig. 1 include a home page dispatcher 25, a
search engine 5 INFORMIX 26, and a generic HTML 27. For
purposes of the present invention, it is assumed that there are three
broad classes of publishers that can utilize the advertising
features of the present invention. A "publisher" can
include virtually anyone that provides content to the
10 network. For example, anyone who is a home page owner is a
publisher in the category shown as Generic HTML 27. A
second kind of publisher is the search engine publisher 26,
which includes phone company yellow page providers, such as
NYNEX. And a third kind of publisher is the so-called home
15 page dispatchers, which include traditional magazines and
newspapers, such as Business Week.
…
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The second kind of publisher that the present
invention is used with is the search engine publisher 26.
Currently, there are many companies on the WWW that permit
30 users to query their database and then return a set of
answers from the database to the user. For example, a
telephone company may have a site that allows a user to
obtain a set of phone numbers and business names for a
particular type of business (i.e., a yellow page
directory) .
For purposes of the present invention, the search
5 engine publisher 26 is distinguished from the home page
dispatcher 25 in the sense that the content returned by the
search engine publisher 26 does not contain any special
tags or meta comments put in by the publisher to define the
layout of the content and the ads. In this case, the
10 layout manager 10 of the present invention computes the
optimum layout based upon the rules and layout templates,
as described above. The final result, therefore, is that
output is taken from the search engine publisher 26,
adorned with certain relevant advertisements, and then
15 shown to the users.”
NAQVI WO, p. 34 – “To start (step 80), the user enters a query. For
example, the user may enter restaurants or cars as a query.
The query has a focus, as described above. The system
determines what the focus is and, as described above, the
25 system provides the user with a list of categories that
relate to the query. For example, if the user requests
restaurants, the user might be shown a list of restaurant
types, such as Chinese, American, French, Italian, and so
forth. The query entered by the user is evaluated by a
30 query form manager (step 81) to determine the focus of the
query.”
NAQVI WO at Claims 1, 2, 4
Figures 1, 2, 7, 8B, 10, 11 (and associated text)
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B1
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[a] receiving, from a user, a
search request including a
search argument
corresponding to the
desired information;2

Naqvi received, from a user, a search request including a search
argument corresponding to the desired information. See, e.g.,:
NAQVI WO, p. 2 - “That is, when a user uses certain search
engines for conducting a search, the user will be shown
advertisements while doing the searching.”
NAQVI WO, p. 4 – “The present invention provides a new process
and system for online advertising. This new process will be
referred to throughout this application as query-based
advertising ("QBA"). In the QBA process, advertisements
are primarily triggered by user queries. User queries, as
15 used herein, refer to requests from an information consumer
for one or more pages of information from a computer
network. As a result of a query, a user is exposed to
advertisements with the present invention, i.e., the query
triggers advertisements.”
NAQVI WO, p. 5 - “When the user requests a certain page or a
certain topic of information, the relevant pages are retrieved from
the computer network and shown to the user. The present
invention, upon receiving the user's request, retrieves
advertisements that are related to the user's action, dynamically
mixes the advertisements with the content of the pages according
to a particular layout, and displays the pages with focused,
targeted advertisements as a part of the page. The advertisements
can be made to satisfy a set of constraints requested by the
advertiser, as well as the constraints of the publisher of the page,
as further discussed below.
The advertisement triggering mechanism of the present
invention is not random or coincidental, but rather, is
prespecified in advance. This specification will be
referred to in this application as a contract. A contract
specifies the marketing rules that link advertisements with
20 specific queries. For example, a diet soft drink
advertisement may be shown when a user asks for a page
about exercising equipment. These rules are specified by
advertisers implementing the concept of "focus" or
"relevance" of advertisements and help the advertisers to
25 target a specific audience. Owners of pages specify the
focus content of their pages through special tags within a
page. These tags are not displayed to the information

2

The bracketed letter designations do not appear in the claims and are provided only for clarity.

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consumer; the tags are used to decide what advertisement
can be shown when the page is requested by a consumer.”
NAQVI WO, p. 15-16 – “Initially, a user requests a particular piece
of information through one of the clients 17. The user's
10 request is given to the WWW Daemon 16, which passes the
information to the gate 15. The gate 15 at this point
decides what piece of information is being requested by the
user and finds other relevant pieces of information that
can be commingled with what the user has asked. The user,
15 for example, might ask the system to see certain car
dealers, to find a phone number of a car dealer, or to get
a page of a particular magazine. The gate 15 at this point gives the
request to the matching rule engine 18 ("MRE"). The purpose of
the MRE 18 20 is to look at the content of the user's query and to
find a category within its active index SIC 19 that matches the
same type. If the user has asked for car dealers, the MRE
18 invokes its rules to determine that car dealers are part
of a class of things relating to transportation. Based on
25 the classification determined by the MRE 18, the system now
knows that the user is asking about cars or about
transportation or about whatever else that the user might
be interested in. The MRE 18 at this point then returns to the gate
15 30 the category index of the user's query. If the user had
asked about cars or about family sedans or about sports
cars, at this point the MRE 18 would have figured out that
the user's interest falls into a certain category. Based
on the user's interest category, the system then retrieves
the advertisements that are relevant to that category.
Thus, the purpose of the MRE 18 is to figure out what the
5 user requested, to place the user's request in a category
of a classification system (i.e., the active index SIC 19)
and, based on that classification, to retrieve relevant
advertisements.”
NAQVI WO, p. 21-22 – “The information brokers or content
providers shown in Fig. 1 include a home page dispatcher 25, a
search engine 5 INFORMIX 26, and a generic HTML 27. For
purposes of the present invention, it is assumed that there are three
broad classes of publishers that can utilize the advertising
features of the present invention. A "publisher" can
include virtually anyone that provides content to the
10 network. For example, anyone who is a home page owner is a
publisher in the category shown as Generic HTML 27. A
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second kind of publisher is the search engine publisher 26,
which includes phone company yellow page providers, such as
NYNEX. And a third kind of publisher is the so-called home
15 page dispatchers, which include traditional magazines and
newspapers, such as Business Week.
…
The second kind of publisher that the present
invention is used with is the search engine publisher 26.
Currently, there are many companies on the WWW that permit
30 users to query their database and then return a set of
answers from the database to the user. For example, a
telephone company may have a site that allows a user to
obtain a set of phone numbers and business names for a
particular type of business (i.e., a yellow page
directory) .
For purposes of the present invention, the search
5 engine publisher 26 is distinguished from the home page
dispatcher 25 in the sense that the content returned by the
search engine publisher 26 does not contain any special
tags or meta comments put in by the publisher to define the
layout of the content and the ads. In this case, the
10 layout manager 10 of the present invention computes the
optimum layout based upon the rules and layout templates,
as described above. The final result, therefore, is that
output is taken from the search engine publisher 26,
adorned with certain relevant advertisements, and then
15 shown to the users.”
NAQVI WO, p. 34 – “To start (step 80), the user enters a query. For
example, the user may enter restaurants or cars as a query.
The query has a focus, as described above. The system
determines what the focus is and, as described above, the
25 system provides the user with a list of categories that
relate to the query. For example, if the user requests
restaurants, the user might be shown a list of restaurant
types, such as Chinese, American, French, Italian, and so
forth. The query entered by the user is evaluated by a
30 query form manager (step 81) to determine the focus of the
query.”
NAQVI WO at Claims 1-4
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Figures 1, 2, 7, 10, 11 (and associated text)
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B1
[b] searching, based upon
the received search
argument and user profile
data, a database of
information to generate a
search result; and

ADAPT/X searched, based upon the received search argument and
user profile data, a database of information to generate a search
result. See, e.g.:
NAQVI WO, p. 2 - “That is, when a user uses certain search
engines for conducting a search, the user will be shown
advertisements while doing the searching.”
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 4 – “The present invention provides a new process
and system for online advertising. This new process will be
referred to throughout this application as query-based
advertising ("QBA"). In the QBA process, advertisements
are primarily triggered by user queries. User queries, as
15 used herein, refer to requests from an information consumer
for one or more pages of information from a computer
network. As a result of a query, a user is exposed to
advertisements with the present invention, i.e., the query
triggers advertisements.”
NAQVI WO, p. 5 - “When the user requests a certain page or a
certain topic of information, the relevant pages are retrieved from
the computer network and shown to the user. The present
invention, upon receiving the user's request, retrieves
advertisements that are related to the user's action, dynamically
mixes the advertisements with the content of the pages according
to a particular layout, and displays the pages with focused,
targeted advertisements as a part of the page. The advertisements
can be made to satisfy a set of constraints requested by the
advertiser, as well as the constraints of the publisher of the page,
as further discussed below.

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The advertisement triggering mechanism of the present
invention is not random or coincidental, but rather, is
prespecified in advance. This specification will be
referred to in this application as a contract. A contract
specifies the marketing rules that link advertisements with
20 specific queries. For example, a diet soft drink
advertisement may be shown when a user asks for a page
about exercising equipment. These rules are specified by
advertisers implementing the concept of "focus" or
"relevance" of advertisements and help the advertisers to
25 target a specific audience. Owners of pages specify the
focus content of their pages through special tags within a
page. These tags are not displayed to the information
consumer; the tags are used to decide what advertisement
can be shown when the page is requested by a consumer.””
NAQVI WO, p. 15-16 – “Initially, a user requests a particular piece
of information through one of the clients 17. The user's
10 request is given to the WWW Daemon 16, which passes the
information to the gate 15. The gate 15 at this point
decides what piece of information is being requested by the
user and finds other relevant pieces of information that
can be commingled with what the user has asked. The user,
15 for example, might ask the system to see certain car
dealers, to find a phone number of a car dealer, or to get
a page of a particular magazine. The gate 15 at this point gives the
request to the matching rule engine 18 ("MRE"). The purpose of
the MRE 18 20 is to look at the content of the user's query and to
find a category within its active index SIC 19 that matches the
same type. If the user has asked for car dealers, the MRE
18 invokes its rules to determine that car dealers are part
of a class of things relating to transportation. Based on
25 the classification determined by the MRE 18, the system now
knows that the user is asking about cars or about
transportation or about whatever else that the user might
be interested in. The MRE 18 at this point then returns to the gate
15 30 the category index of the user's query. If the user had
asked about cars or about family sedans or about sports
cars, at this point the MRE 18 would have figured out that
the user's interest falls into a certain category. Based
on the user's interest category, the system then retrieves
the advertisements that are relevant to that category.
Thus, the purpose of the MRE 18 is to figure out what the
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5 user requested, to place the user's request in a category
of a classification system (i.e., the active index SIC 19)
and, based on that classification, to retrieve relevant
advertisements.”
NAQVI WO, p. 20 – “During the computation of the
advertisements and all the other computations that the system of
the present 5 invention performs, a logging module 22 of the
system performs extensive logging of what the user has asked,
what advertisements were shown, how long the advertisements
were shown, and which advertisements were shown to which user.
The logging module 22 then stores these logs in a SYS logs
10 database 23. Various scanned reports can be produced and
defined using the information in the SYS logs database 23.”
NAQVI WO, p. 26-27 – “The "focus" arrows 43 shown in Fig. 2
indicate that a certain focus is associated with each category. The
query may have been directed to a category of listings or a
particular vendor. In both cases there is a "focus"
associated with the content of the query (e.g.,
automobiles, physicians, lawyers, etc.). In addition,
there may be a focus associated with the geographic
5 location of the user to permit advertisers to target users
in particular geographic regions. The focus process plays
a major part in the present invention. No advertisements
are shown unless it can be determined that the
advertisements are in some way focused or related to the
10 content of what the user requested.”
NAQVI WO, p. 40 – “The user may also be asked to provide
certain demographic or profile information. For instance, the user
can require that his advertisement be shown only to people
in age group 30 to 40 or only to people living in
Morristown, NJ or any other geographic location. The last
item that the user is asked to specify is the contract.
The various contracts available to the advertiser are
explained above. When the user is finished entering all of
this information, the system updates the ad info database
3 0 ( step 115 ) .”
Figures 1, 2, 7, 10, 11 (and associated text)
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
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Tables B1 & B4
[c] providing the search
results to the user

ADAPT/X provided the search results to the user. See, e.g.:
NAQVI WO, p. 2 - “That is, when a user uses certain search
engines for conducting a search, the user will be shown
advertisements while doing the searching. These advertisements
are sometimes referred to as "banner" advertisements because they
simulate a banner that the user sees as the user is traveling down a
"road" on the computer network. These advertisements are
typically tied to a particular search page that the user encounters
during the search.”
NAQVI WO, p. 5 - “When the user requests a certain page or a
certain topic of information, the relevant pages are retrieved from
the computer network and shown to the user. The present
invention, upon receiving the user's request, retrieves
advertisements that are related to the user's action, dynamically
mixes the advertisements with the content of the pages according
to a particular layout, and displays the pages with focused,
targeted advertisements as a part of the page. The advertisements
can be made to satisfy a set of constraints requested by the
advertiser, as well as the constraints of the publisher of the page,
as further discussed below.
The advertisement triggering mechanism of the present
invention is not random or coincidental, but rather, is
prespecified in advance. This specification will be
referred to in this application as a contract. A contract
specifies the marketing rules that link advertisements with
20 specific queries. For example, a diet soft drink
advertisement may be shown when a user asks for a page
about exercising equipment. These rules are specified by
advertisers implementing the concept of "focus" or
"relevance" of advertisements and help the advertisers to
25 target a specific audience. Owners of pages specify the
focus content of their pages through special tags within a
page. These tags are not displayed to the information
consumer; the tags are used to decide what advertisement
can be shown when the page is requested by a consumer.””
NAQVI WO, p. 15-16 – “Initially, a user requests a particular piece
of information through one of the clients 17. The user's
10 request is given to the WWW Daemon 16, which passes the
information to the gate 15. The gate 15 at this point

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decides what piece of information is being requested by the
user and finds other relevant pieces of information that
can be commingled with what the user has asked. The user,
15 for example, might ask the system to see certain car
dealers, to find a phone number of a car dealer, or to get
a page of a particular magazine. The gate 15 at this point gives the
request to the matching rule engine 18 ("MRE"). The purpose of
the MRE 18 20 is to look at the content of the user's query and to
find a category within its active index SIC 19 that matches the
same type. If the user has asked for car dealers, the MRE
18 invokes its rules to determine that car dealers are part
of a class of things relating to transportation. Based on
25 the classification determined by the MRE 18, the system now
knows that the user is asking about cars or about
transportation or about whatever else that the user might
be interested in. The MRE 18 at this point then returns to the gate
15 30 the category index of the user's query. If the user had
asked about cars or about family sedans or about sports
cars, at this point the MRE 18 would have figured out that
the user's interest falls into a certain category. Based
on the user's interest category, the system then retrieves
the advertisements that are relevant to that category.
Thus, the purpose of the MRE 18 is to figure out what the
5 user requested, to place the user's request in a category
of a classification system (i.e., the active index SIC 19)
and, based on that classification, to retrieve relevant
advertisements.”
NAQVI WO, p. 23 - “In summary, the present invention partitions
the publishers (i.e, the information brokers) into three
5 categories: the home page dispatchers 25, the search engine
publishers 26, and the generic HTML home page providers 27.
The distinction between the three is that the home page
dispatchers 25 intersperse their content with special tags
or meta comments which helps the present invention in
10 determining where to place the advertisements and what kind
of advertisements to place, the search engine kind of
publishers 26 return unadorned results of queries and the
present invention is free to reformat and relay out the set
of answers, and the generic HTML home page publishers 27
15 are publishers that have meticulously crafted their home
pages, usually without special tags or meta comments, so
that no guidance is provided to determine an appropriate
space for placing an ad.”
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NAQVI WO, p. 34 – “To start (step 80), the user enters a query. For
example, the user may enter restaurants or cars as a query.
The query has a focus, as described above. The system
determines what the focus is and, as described above, the
25 system provides the user with a list of categories that
relate to the query. For example, if the user requests
restaurants, the user might be shown a list of restaurant
types, such as Chinese, American, French, Italian, and so
forth. The query entered by the user is evaluated by a
30 query form manager (step 81) to determine the focus of the
query.”
NAQVI WO at Claims 1, 4
Figures 1, 2, 7, 8B, 10, 11 (and associated text)
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B1
[d] wherein searching the
database includes
correlating, as a function of
a fuzzy logic algorithm, the
received search argument
and user profile data to
particular information in
the database, and providing
the particular information
as the search results.

ADAPT/X correlated, as a function of a fuzzy logic algorithm, the
received search argument and user profile data to particular
information in the database, and provided the particular
information as the search results. See, e.g.:
NAQVI WO, p. 5-6 - “When the user requests a certain page or a
certain topic of information, the relevant pages are retrieved from
the computer network and shown to the user. The present
invention, upon receiving the user's request, retrieves
advertisements that are related to the user's action, dynamically
mixes the advertisements with the content of the pages according
to a particular layout, and displays the pages with focused,
targeted advertisements as a part of the page. The advertisements
can be made to satisfy a set of constraints requested by the
advertiser, as well as the constraints of the publisher of the page,
as further discussed below. The advertisement triggering
mechanism of the present invention is not random or coincidental,
but rather, is prespecified in advance. This specification will be
referred to in this application as a contract. A contract specifies the
marketing rules that link advertisements with specific queries. For
example, a diet soft drink advertisement may be shown when a
user asks for a page about exercising equipment. These rules are
specified by advertisers implementing the concept of "focus" or

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"relevance" of advertisements and help the advertisers to target a
specific audience. Owners of pages specify the focus content of
their pages through special tags within a page. These tags are not
displayed to the information consumer; the tags are used to decide
what advertisement can be shown when the page is requested by a
consumer. The notion of a contract, however, goes well beyond
just marketing rules. First of all, the advertising space
on the online medium, although technically unlimited, is
severely restricted by the user's attention span. Placing
advertisements on the first page which constitutes the answer to a
query gives the advertisements much higher probability to be seen
than on later pages of the answer.”
NAQVI WO, p. 15-16 – “Initially, a user requests a particular piece
of information through one of the clients 17. The user's
10 request is given to the WWW Daemon 16, which passes the
information to the gate 15. The gate 15 at this point
decides what piece of information is being requested by the
user and finds other relevant pieces of information that
can be commingled with what the user has asked. The user,
15 for example, might ask the system to see certain car
dealers, to find a phone number of a car dealer, or to get
a page of a particular magazine. The gate 15 at this point gives the
request to the matching rule engine 18 ("MRE"). The purpose of
the MRE 18 20 is to look at the content of the user's query and to
find a category within its active index SIC 19 that matches the
same type. If the user has asked for car dealers, the MRE
18 invokes its rules to determine that car dealers are part
of a class of things relating to transportation. Based on
25 the classification determined by the MRE 18, the system now
knows that the user is asking about cars or about
transportation or about whatever else that the user might
be interested in. The MRE 18 at this point then returns to the gate
15 30 the category index of the user's query. If the user had
asked about cars or about family sedans or about sports
cars, at this point the MRE 18 would have figured out that
the user's interest falls into a certain category. Based
on the user's interest category, the system then retrieves
the advertisements that are relevant to that category.
Thus, the purpose of the MRE 18 is to figure out what the
5 user requested, to place the user's request in a category
of a classification system (i.e., the active index SIC 19)
and, based on that classification, to retrieve relevant
advertisements.”
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’065 Patent

NAQVI WO, p. 20 – “During the computation of the
advertisements and all the other computations that the system of
the present 5 invention performs, a logging module 22 of the
system performs extensive logging of what the user has asked,
what advertisements were shown, how long the advertisements
were shown, and which advertisements were shown to which user.
The logging module 22 then stores these logs in a SYS logs
10 database 23. Various scanned reports can be produced and
defined using the information in the SYS logs database 23.”
NAQVI WO, p. 24-25 - In using a yellow page publisher there are
two broad 20 distinctions for a query. A client may be asking for a
certain category of listings, or the client may be asking
for a particular vendor. For example, the user could ask
for car dealers in Morristown, NJ (i.e., a category of
listings), or the user could ask for Morristown BMW located
25 on South Street in Morristown, NJ (i.e., a particular
vendor) . The system determines which of the two types of
queries or searches the user has made, as illustrated by
box 32 in Fig. 2. If the query is for a certain category,
the process will go to the left hand side of the flow chart
30 of Fig. 2, and if the query is for a certain vendor, the
process will go to the right hand side of the flow chart of
Fig. 2. The left hand side of the flow chart will be
explained first.
After determining the type of query, the category
search engine 33 next determines which category best fits
5 the user's request. The user may have asked for "car," but
the category in the yellow page provider's index may in
fact say "automobile." Or, the user may have asked for
"spectacles," and the category in the yellow page provider
may be called "optician." The matching of these variations
10 of terms is performed by the category search engine 33.”
NAQVI WO, p. 26-27 – “The "focus" arrows 43 shown in Fig. 2
indicate that a certain focus is associated with each category. The
query may have been directed to a category of listings or a
particular vendor. In both cases there is a "focus"
associated with the content of the query (e.g.,
automobiles, physicians, lawyers, etc.). In addition,
there may be a focus associated with the geographic
5 location of the user to permit advertisers to target users
in particular geographic regions. The focus process plays
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a major part in the present invention. No advertisements
are shown unless it can be determined that the advertisements are
in some way focused or related to the 10 content of what the user
requested.”
NAQVI WO, p. 34 – “To start (step 80), the user enters a query. For
example, the user may enter restaurants or cars as a query.
The query has a focus, as described above. The system
determines what the focus is and, as described above, the
25 system provides the user with a list of categories that
relate to the query. For example, if the user requests
restaurants, the user might be shown a list of restaurant
types, such as Chinese, American, French, Italian, and so
forth. The query entered by the user is evaluated by a
30 query form manager (step 81) to determine the focus of the
query.”
Figures 1, 2, 7, 8B, 10, 11 (and associated text)
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B1 & B5

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Claim 1
1. A method of providing
advertisements to a user
searching for desired
information within a data
network, comprising the
steps of:

See ’065 Patent Claim 1[preamble].
See also, e.g.:
NAQVI WO, p. 3 – “It is thus an object of the present invention to
provide an improved method and system for advertising on a
10 computer network, particularly a wide area or metropolitan
area network, which overcomes the above described problems
of existing advertising systems.”
NAQVI WO, p. 9 – “In summary, the present invention provides a
system and method for advertising on a computer network,
comprising a server containing a plurality of
advertisements, means for electronically connecting the
server to a computer network, and means for selecting and
15 retrieving an advertisement from the server in response to
a query entered on the network. The selecting means
comprises means for ensuring that a selected advertisement
is relevant to the query. A mixer means is provided for
combining a retrieved advertisement with a content page
20 returned by the computer network in response to the query.
The mixer means comprises a layout manager means for
computing an optimum layout of a combined page containing
the retrieved advertisement and the content page. The
mixer means also comprises a typography manager means for
25 detecting special tags and HTML rules in the content page
and for determining which part of the content page the
selected advertisement can be displayed on. The content
page is provided by a home page dispatcher, a search
engine, or a generic HTML content provider in response to
30 the query.”
NAQVI WO, p. 39-40 - “Referring to Fig. 10, the flow of an ad
placement process 110 according to the present invention will be
described. The purpose of ad placement is to allow
advertisers to enter their advertisements into the system.
For entering an ad, the system provides a screen that is
shown to the user asking whether the user wants to enter an
ad. If the user indicates yes by clicking on that
20 particular choice, the system enters the start 111 of the
ad placement mode. At this point the system asks the user
for the focus (step 112). The advertiser may say, for

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example, that he is in the car business, the car washing
business, or that he is a physician, a lawyer or whatever
25 other category name that he wants to give. The user is
also asked for an advertisement name at step 112. This is
just a name for future reference. The purpose of the focus in step
112, as discussed above, is to prevent an advertisement from being
shown that 30 is not relevant to the query at hand. The system of
the present invention always shows advertisements that are
relevant to what the user has asked for. Therefore, it is
of paramount importance that the system know the context of
the ad. Thus, when the advertiser places an ad, the system
establishes the focus.”
NAQVI WO at Claim 1, 8
Figures 1, 2, 7, 10, 11 (and associated text)
BUSINESS WIRE (6/11/96)3 at 1 – “The promise of the World Wide
Web as a truly interactive medium came one step closer to reality
today with the introduction of a new, targeted advertising software
system by Bellcore, a leading provider of communications
software, engineering and consulting services. “
[a] receiving, from the user, See ’065 Patent Claim 1[a].
a search request including a
See also, e.g.:
search argument
corresponding to the
NAQVI WO, p. 7-8 – “A consequence of QBA is that ads cannot be
desired information;
placed on pages a priori because it is the query that determines
what ads are to be placed on a page. This is referred to as
dynamic advertising. The query asks for a page that has a
30 focus. Ads that are resident in the system are checked to
determine which ads can potentially be placed on the page
in question. This decision is based on matching the focus
of a page with the focus of the ad. When not all matching
ads can be placed on a page because of space limitations,
the contract enforcement feature of the present invention
ensures that the ads that are placed on the page are
5 consistent with the contracts signed by the system with the
advertiser.”
3

BUSINESS WIRE refers to “Bellcore Adapt X Advertiser: New Software Solution for the
Web Delivers Profitable, Measurable, Truly Interactive Advertising,” Business Wire (Jun. 11,
1996).
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NAQVI WO, p. 9 – “In summary, the present invention provides a
system
and method for advertising on a computer network,
comprising a server containing a plurality of
advertisements, means for electronically connecting the
server to a computer network, and means for selecting and
15 retrieving an advertisement from the server in response to
a query entered on the network. The selecting means
comprises means for ensuring that a selected advertisement
is relevant to the query. A mixer means is provided for
combining a retrieved advertisement with a content page
20 returned by the computer network in response to the query.
The mixer means comprises a layout manager means for
computing an optimum layout of a combined page containing
the retrieved advertisement and the content page. The
mixer means also comprises a typography manager means for
25 detecting special tags and HTML rules in the content page
and for determining which part of the content page the
selected advertisement can be displayed on. The content
page is provided by a home page dispatcher, a search
engine, or a generic HTML content provider in response to
30 the query.”
NAQVI WO, p. 39-40 - “Referring to Fig. 10, the flow of an ad
placement process 110 according to the present invention will be
described. The purpose of ad placement is to allow
advertisers to enter their advertisements into the system.
For entering an ad, the system provides a screen that is
shown to the user asking whether the user wants to enter an
ad. If the user indicates yes by clicking on that
20 particular choice, the system enters the start 111 of the
ad placement mode. At this point the system asks the user
for the focus (step 112). The advertiser may say, for
example, that he is in the car business, the car washing
business, or that he is a physician, a lawyer or whatever
25 other category name that he wants to give. The user is
also asked for an advertisement name at step 112. This is
just a name for future reference.
The purpose of the focus in step 112, as discussed
above, is to prevent an advertisement from being shown that
30 is not relevant to the query at hand. The system of the
present invention always shows advertisements that are
relevant to what the user has asked for. Therefore, it is
of paramount importance that the system know the context of
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the ad. Thus, when the advertiser places an ad, the system
establishes the focus.”
NAQVI WO at Claim 1, 8
Figures 1, 2, 7, 10, 11 (and associated text)
BUSINESS WIRE (6/11/96) at 1 – “The software's powerful engine
allows it to "decide" which ad to display to a given consumer,
based on tastes and preferences identified as the consumer surfs
the Web site. This unique feature allows advertisers to finely target
their desired audience, and provides for more interesting and
relevant advertisements for consumers.”
[b] searching, based upon
the received search
argument, a first database
having data network related
information to generate
search results;

See ’065 Patent Claim 1[b].
See also, e.g.:
NAQVI WO, p. 7-8 – “A consequence of QBA is that ads cannot be
placed on pages a priori because it is the query that determines
what ads are to be placed on a page. This is referred to as
dynamic advertising. The query asks for a page that has a
30 focus. Ads that are resident in the system are checked to
determine which ads can potentially be placed on the page
in question. This decision is based on matching the focus
of a page with the focus of the ad. When not all matching
ads can be placed on a page because of space limitations,
the contract enforcement feature of the present invention
ensures that the ads that are placed on the page are
5 consistent with the contracts signed by the system with the
advertiser.”
NAQVI WO, p. 9 – “In summary, the present invention provides a
system and method for advertising on a computer network,
comprising a server containing a plurality of
advertisements, means for electronically connecting the
server to a computer network, and means for selecting and
15 retrieving an advertisement from the server in response to
a query entered on the network. The selecting means
comprises means for ensuring that a selected advertisement
is relevant to the query. A mixer means is provided for
combining a retrieved advertisement with a content page
20 returned by the computer network in response to the query.
The mixer means comprises a layout manager means for

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computing an optimum layout of a combined page containing
the retrieved advertisement and the content page. The
mixer means also comprises a typography manager means for
25 detecting special tags and HTML rules in the content page
and for determining which part of the content page the
selected advertisement can be displayed on. The content
page is provided by a home page dispatcher, a search
engine, or a generic HTML content provider in response to
30 the query.”
NAQVI WO, p. 39-40 - “Referring to Fig. 10, the flow of an ad
placement process 110 according to the present invention will be
described. The purpose of ad placement is to allow
advertisers to enter their advertisements into the system.
For entering an ad, the system provides a screen that is
shown to the user asking whether the user wants to enter an
ad. If the user indicates yes by clicking on that
20 particular choice, the system enters the start 111 of the
ad placement mode. At this point the system asks the user
for the focus (step 112). The advertiser may say, for
example, that he is in the car business, the car washing
business, or that he is a physician, a lawyer or whatever
25 other category name that he wants to give. The user is
also asked for an advertisement name at step 112. This is
just a name for future reference.
The purpose of the focus in step 112, as discussed
above, is to prevent an advertisement from being shown that
30 is not relevant to the query at hand. The system of the
present invention always shows advertisements that are
relevant to what the user has asked for. Therefore, it is
of paramount importance that the system know the context of
the ad. Thus, when the advertiser places an ad, the system
establishes the focus.”
NAQVI WO at Claim 1, 2
Figures 1, 2, 7, 10, 11 (and associated text)
BUSINESS WIRE (6/11/96) at 1 – “The software's powerful engine
allows it to "decide" which ad to display to a given consumer,
based on tastes and preferences identified as the consumer surfs
the Web site. This unique feature allows advertisers to finely target
their desired audience, and provides for more interesting and
relevant advertisements for consumers.”
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[c] correlating the received
search argument to a
particular advertisement in
a second database having
advertisement related
information; and

ADAPT/X correlated the received search argument to a particular
advertisement in a second database having advertisement related
information. See, e.g.:
NAQVI WO at Abstract - “The advertisements on the server are not
tied to any particular page containing information on the network,
but rather, are retrieved in response to a query entered by the user
(17) and dynamically mixed with the content of the pages returned
in response to the query (16).”
NAQVI WO at Abstract – “The system uses contracts (21) to
specify the marketing rules (18) that link ads with specific queries,
to permit advertisers to target a specific audience, and to guarantee
a certain amount of exposure of the advertisement in prime
advertising space.”
NAQVI WO, p. 2 - “That is, when a user uses certain search engines
for conducting a search, the user will be shown advertisements
while doing the searching. These advertisements are sometimes
referred to as "banner" advertisements because they simulate a
banner that the user sees as the user is traveling down a "road" on
the computer network. These advertisements are typically tied to a
particular search page that the user encounters during the
search.
The current state of the art is such that when the user uses a search
engine, a randomly selected advertisement is shown as if it is part
of the search page. For example, the user may enter a search
request to see a home page on cooking and, as a part of that page,
the existing systems might display an advertisement about cars.
This is a problem, of course, because there is no connection made
between the content of the advertisements or the message of the
advertisements and what the user is actually searching.”
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 4 – “The present invention provides a new process
and
system for online advertising. This new process will be
referred to throughout this application as query-based

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advertising ("QBA"). In the QBA process, advertisements
are primarily triggered by user queries. User queries, as
15 used herein, refer to requests from an information consumer
for one or more pages of information from a computer
network. As a result of a query, a user is exposed to
advertisements with the present invention, i.e., the query
triggers advertisements.”
NAQVI WO, p. 4-5 - “The advertisements on the server are not tied
to any particular page containing information on the computer
network. Rather, the advertisements are contained on the server,
distinct from the pages that may or may not later carry the
advertisements. The pages by themselves have no advertisements.
Thus, the pages are analogous to a newspaper or magazine devoid
of any advertisements. When the user requests a certain page or a
certain topic of information, the relevant pages are retrieved from
the computer network and shown to the user. The present
invention, upon receiving the user's request, retrieves
advertisements that are related to the user's action, dynamically
mixes the advertisements with the content of the pages according
to a particular layout, and displays the pages with focused, targeted
advertisements as a part of the page. The advertisements can be
made to satisfy a set of constraints requested by the advertiser, as
well as the constraints of the publisher of the page, as further
discussed below.”
NAQVI WO, p. 5-6 – “The advertisement triggering mechanism of
the present invention is not random or coincidental, but rather, is
prespecified in advance. This specification will be referred to in
this application as a contract. A contract specifies the marketing
rules that link advertisements with specific queries. For example, a
diet soft drink advertisement may be shown when a user asks for a
page about exercising equipment. These rules are specified by
advertisers implementing the concept of "focus" or "relevance" of
advertisements and help the advertisers to target a specific
audience. Owners of pages specify the focus content of their pages
through special tags within a page. These tags are not displayed to
the information consumer; the tags are used to decide what
advertisement can be shown when the page is requested by a
consumer. The notion of a contract, however, goes well beyond
just marketing rules. First of all, the advertising space
on the online medium, although technically unlimited, is
severely restricted by the user's attention span. Placing
advertisements on the first page which constitutes the answer to a
query gives the advertisements much higher probability to be seen
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than on later pages of the answer.”
NAQVI WO, p. 7-8 – “A consequence of QBA is that ads cannot be
placed on pages a priori because it is the query that determines
what ads are to be placed on a page. This is referred to as
dynamic advertising. The query asks for a page that has a
30 focus. Ads that are resident in the system are checked to
determine which ads can potentially be placed on the page
in question. This decision is based on matching the focus
of a page with the focus of the ad. When not all matching
ads can be placed on a page because of space limitations,
the contract enforcement feature of the present invention
ensures that the ads that are placed on the page are
5 consistent with the contracts signed by the system with the
advertiser.”
NAQVI WO, p. 9 – “In summary, the present invention provides a
system and method for advertising on a computer network,
comprising a server containing a plurality of
advertisements, means for electronically connecting the
server to a computer network, and means for selecting and
15 retrieving an advertisement from the server in response to
a query entered on the network. The selecting means
comprises means for ensuring that a selected advertisement
is relevant to the query. A mixer means is provided for
combining a retrieved advertisement with a content page
20 returned by the computer network in response to the query.
The mixer means comprises a layout manager means for
computing an optimum layout of a combined page containing
the retrieved advertisement and the content page. The
mixer means also comprises a typography manager means for
25 detecting special tags and HTML rules in the content page
and for determining which part of the content page the
selected advertisement can be displayed on. The content
page is provided by a home page dispatcher, a search
engine, or a generic HTML content provider in response to
30 the query.”
NAQVI WO, p. 24-25 – “In using a yellow page publisher there are
two broad 20 distinctions for a query. A client may be asking for a
certain category of listings, or the client may be asking
for a particular vendor. For example, the user could ask
for car dealers in Morristown, NJ (i.e., a category of
listings), or the user could ask for Morristown BMW located
25 on South Street in Morristown, NJ (i.e., a particular
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vendor) . The system determines which of the two types of
queries or searches the user has made, as illustrated by
box 32 in Fig. 2. If the query is for a certain category,
the process will go to the left hand side of the flow chart
30 of Fig. 2, and if the query is for a certain vendor, the
process will go to the right hand side of the flow chart of
Fig. 2. The left hand side of the flow chart will be
explained first.
After determining the type of query, the category
search engine 33 next determines which category best fits
5 the user's request. The user may have asked for "car," but
the category in the yellow page provider's index may in
fact say "automobile." Or, the user may have asked for
"spectacles," and the category in the yellow page provider
may be called "optician." The matching of these variations
10 of terms is performed by the category search engine 33.
Once it has been determined which category the user's
request falls into, the advertisement selection process
comes into play with the ad selector 34. The ad selector
34 determines what advertisements are best suited to be
15 mixed in with what the user has requested. The content
from the category search engine 33 and the ad(s) from the
ad selector 34 are then given to a mixer 35. The mixer 35
functions to mix the content coming from the search engine
with the ad(s) selected by the ad selector 34. The result
20 is the creation of a page that is of interest to the user.”
NAQVI WO, p. 32-33 – “Referring to Fig. 6, a process flow of the
mixer and ad selector will be described. The purpose of the mixer
35 (as previously described in reference to Fig. 2) is to take
publishers' content and advertisements and combine them
15 together so that the content and the advertisements are
mixed on the same page.
In Fig. 6, the mixer 35 is shown receiving two inputs
from the publishers: data 50 (which is the content) and EHTML
61 (which contains the special tags). The layout
20 manager 10 and parser 60 both form a part of the mixer 35.
The data 50 is input to the layout manager 10, and the
E_HTML 61 is input to the E_HTML parser 60, as previously
discussed. Both of these sub-modules then determine where
the advertisements can be placed on the publisher's page.
25 The advertisement list is then input from the ad
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selector 34. The ad selector 34 receives a focus input 43,
retrieves relevant ads (step 70), and creates the
advertisement list using the prime space manager 20 (step
71). These advertisements are then placed in the parser 60
30 and the layout manager 10 (step 72), as described above.
The mixer 35 then logs all the essential billing and other
user information (step 73) for keeping track of the
system's placement of an advertiser's ad. At this point, a
refresh tag is inserted (step 74) and the system outputs an
HTML page (step 75).”
NAQVI WO, p. 39-40 - “Referring to Fig. 10, the flow of an ad
placement process 110 according to the present invention will be
described. The purpose of ad placement is to allow
advertisers to enter their advertisements into the system.
For entering an ad, the system provides a screen that is
shown to the user asking whether the user wants to enter an
ad. If the user indicates yes by clicking on that
20 particular choice, the system enters the start 111 of the
ad placement mode. At this point the system asks the user
for the focus (step 112). The advertiser may say, for
example, that he is in the car business, the car washing
business, or that he is a physician, a lawyer or whatever
25 other category name that he wants to give. The user is
also asked for an advertisement name at step 112. This is
just a name for future reference.
The purpose of the focus in step 112, as discussed
above, is to prevent an advertisement from being shown that
30 is not relevant to the query at hand. The system of the
present invention always shows advertisements that are
relevant to what the user has asked for. Therefore, it is
of paramount importance that the system know the context of
the ad. Thus, when the advertiser places an ad, the system
establishes the focus.”
NAQVI WO at Claims 1, 2, 8
Figures 1, 2, 7, 8A, 8B, 10, 11 (and associated text)
BUSINESS WIRE (6/11/96) at 1 – “The software's powerful engine
allows it to "decide" which ad to display to a given consumer,
based on tastes and preferences identified as the consumer surfs
the Web site. This unique feature allows advertisers to finely target
their desired audience, and provides for more interesting and
relevant advertisements for consumers.”
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To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.: Tables
B1, B2, and B7
[d] providing the search
results together with the
particular advertisement to
the user.

ADAPT/X provided the search results together with the particular
advertisement to the user. See, e.g.:
NAQVI WO at Abstract - “The advertisements on the server are not
tied to any particular page containing information on the network,
but rather, are retrieved in response to a query entered by the user
(17) and dynamically mixed with the content of the pages returned
in response to the query (16). The present invention displays the
content pages with focused, targeted advertisements
as a part of the page, in accordance with a particular layout.”
NAQVI WO, p. 2 - “That is, when a user uses certain search engines
for conducting a search, the user will be shown advertisements
while doing the searching. These advertisements are sometimes
referred to as "banner" advertisements because they simulate a
banner that the user sees as the user is traveling down a "road" on
the computer network. These advertisements are typically tied to a
particular search page that the user encounters during the
search. The current state of the art is such that when the user uses
a search engine, a randomly selected advertisement is shown as if
it is part of the search page. For example, the user may enter a
search request to see a home page on cooking and, as a part of that
page, the existing systems might display an advertisement about
cars. This is a problem, of course, because there is no connection
made between the content of the advertisements or the message of
the advertisements and what the user is actually searching.”
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 4 – “The present invention provides a new process
and system for online advertising. This new process will be
referred to throughout this application as query-based
advertising ("QBA"). In the QBA process, advertisements
are primarily triggered by user queries. User queries, as

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15 used herein, refer to requests from an information consumer
for one or more pages of information from a computer
network. As a result of a query, a user is exposed to
advertisements with the present invention, i.e., the query
triggers advertisements.”
NAQVI WO, p. 5-6 - “When the user requests a certain page or a
certain topic of information, the relevant pages are retrieved from
the computer network and shown to the user. The present
invention, upon receiving the user's request, retrieves
advertisements that are related to the user's action, dynamically
mixes the advertisements with the content of the pages according
to a particular layout, and displays the pages with focused, targeted
advertisements as a part of the page. The advertisements can be
made to satisfy a set of constraints requested by the advertiser, as
well as the constraints of the publisher of the page, as further
discussed below. The advertisement triggering mechanism of the
present invention is not random or coincidental, but rather, is
prespecified in advance. This specification will be referred to in
this application as a contract. A contract specifies the marketing
rules that link advertisements with specific queries. For example, a
diet soft drink advertisement may be shown when a user asks for a
page about exercising equipment. These rules are specified by
advertisers implementing the concept of "focus" or "relevance" of
advertisements and help the advertisers to target a specific
audience. Owners of pages specify the focus content of their pages
through special tags within a page. These tags are not displayed to
the information consumer; the tags are used to decide what
advertisement can be shown when the page is requested by a
consumer. The notion of a contract, however, goes well beyond
just marketing rules. First of all, the advertising space
on the online medium, although technically unlimited, is
severely restricted by the user's attention span. Placing
advertisements on the first page which constitutes the answer to a
query gives the advertisements much higher probability to be seen
than on later pages of the answer.”
NAQVI WO, p. 9 – “In summary, the present invention provides a
system
and method for advertising on a computer network,
comprising a server containing a plurality of
advertisements, means for electronically connecting the
server to a computer network, and means for selecting and
15 retrieving an advertisement from the server in response to
a query entered on the network. The selecting means
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comprises means for ensuring that a selected advertisement
is relevant to the query. A mixer means is provided for
combining a retrieved advertisement with a content page
20 returned by the computer network in response to the query.
The mixer means comprises a layout manager means for
computing an optimum layout of a combined page containing
the retrieved advertisement and the content page. The
mixer means also comprises a typography manager means for
25 detecting special tags and HTML rules in the content page
and for determining which part of the content page the
selected advertisement can be displayed on. The content
page is provided by a home page dispatcher, a search
engine, or a generic HTML content provider in response to
30 the query.”
NAQVI WO, p. 24-25 - In using a yellow page publisher there are
two broad 20 distinctions for a query. A client may be asking for a
certain category of listings, or the client may be asking
for a particular vendor. For example, the user could ask
for car dealers in Morristown, NJ (i.e., a category of
listings), or the user could ask for Morristown BMW located
25 on South Street in Morristown, NJ (i.e., a particular
vendor) . The system determines which of the two types of
queries or searches the user has made, as illustrated by
box 32 in Fig. 2. If the query is for a certain category,
the process will go to the left hand side of the flow chart
30 of Fig. 2, and if the query is for a certain vendor, the
process will go to the right hand side of the flow chart of
Fig. 2. The left hand side of the flow chart will be
explained first.
After determining the type of query, the category
search engine 33 next determines which category best fits
5 the user's request. The user may have asked for "car," but
the category in the yellow page provider's index may in
fact say "automobile." Or, the user may have asked for
"spectacles," and the category in the yellow page provider
may be called "optician." The matching of these variations
10 of terms is performed by the category search engine 33.
Once it has been determined which category the user's
request falls into, the advertisement selection process
comes into play with the ad selector 34. The ad selector
34 determines what advertisements are best suited to be
15 mixed in with what the user has requested. The content
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from the category search engine 33 and the ad(s) from the
ad selector 34 are then given to a mixer 35. The mixer 35
functions to mix the content coming from the search engine
with the ad(s) selected by the ad selector 34. The result
20 is the creation of a page that is of interest to the user.
If the user's category was about cars, at this point
the ad selector 34 would have presumably found
advertisements related to cars and displayed these ads at
step 36 to the user. The user at this point can select one
or more of the listed or advertised car dealers. This
again results in more advertisements being selected by the
ad selector 34, as well as the accessing of a vendor search
engine 37 provided by the yellow page publisher, and a new
page being shown to the user.”
NAQVI WO, p. 32-33 – “Referring to Fig. 6, a process flow of the
mixer and ad selector will be described. The purpose of the mixer
35
(as previously described in reference to Fig. 2) is to take
publishers' content and advertisements and combine them
15 together so that the content and the advertisements are
mixed on the same page.
In Fig. 6, the mixer 35 is shown receiving two inputs
from the publishers: data 50 (which is the content) and EHTML
61 (which contains the special tags). The layout
20 manager 10 and parser 60 both form a part of the mixer 35.
The data 50 is input to the layout manager 10, and the
E_HTML 61 is input to the E_HTML parser 60, as previously
discussed. Both of these sub-modules then determine where
the advertisements can be placed on the publisher's page.
25 The advertisement list is then input from the ad
selector 34. The ad selector 34 receives a focus input 43,
retrieves relevant ads (step 70), and creates the
advertisement list using the prime space manager 20 (step
71). These advertisements are then placed in the parser 60
30 and the layout manager 10 (step 72), as described above.
The mixer 35 then logs all the essential billing and other
user information (step 73) for keeping track of the
system's placement of an advertiser's ad. At this point, a
refresh tag is inserted (step 74) and the system outputs an
HTML page (step 75).”
NAQVI WO at Claim 3, 8, 9
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Figures 1, 2, 7, 8A, 8B, 10, 11 (and associated text)
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Tables B1, B2 & B3
Claim 2
2. A method as claimed in
claim 1, wherein the step of
correlating the received
search argument to the
particular advertisement
including selecting the
particular advertisement
based on the received
search argument and user
profile data.

ADAPT/X performed the method as claimed in claim 1, wherein
the step of correlating the received search argument to the
particular advertisement including selecting the particular
advertisement based on the received search argument and user
profile data. See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 20 – “During the computation of the advertisements
and all the other computations that the system of the present
5 invention performs, a logging module 22 of the system
performs extensive logging of what the user has asked, what
advertisements were shown, how long the advertisements were
shown, and which advertisements were shown to which user.
The logging module 22 then stores these logs in a SYS logs
10 database 23. Various scanned reports can be produced and
defined using the information in the SYS logs database 23.”
NAQVI WO, p. 26-27 – “The "focus" arrows 43 shown in Fig. 2
indicate that a certain focus is associated with each category. The
query
may have been directed to a category of listings or a particular
vendor. In both cases there is a "focus"
associated with the content of the query (e.g.,
automobiles, physicians, lawyers, etc.). In addition,
there may be a focus associated with the geographic
5 location of the user to permit advertisers to target users
in particular geographic regions. The focus process plays
a major part in the present invention. No advertisements
are shown unless it can be determined that the
advertisements are in some way focused or related to the

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10 content of what the user requested.”
NAQVI WO, p. 40 – “The user may also be asked to provide certain
demographic or profile information. For instance, the user
can require that his advertisement be shown only to people
in age group 30 to 40 or only to people living in
Morristown, NJ or any other geographic location. The last
item that the user is asked to specify is the contract.
The various contracts available to the advertiser are
explained above. When the user is finished entering all of
this information, the system updates the ad info database
3 0 ( step 115 ) .”
NAQVI WO at Claim 7.
BUSINESS WIRE (6/11/96) at 2 - "Until now, advertising on the
Web has been as static as a billboard along a highway," said Carl
Silva, executive director for business development of Bellcore's
Technology Solutions business unit. "Adapt/X Advertiser enables
Web-based advertising to be interactive and allows advertisers to
target their messages to individual viewers."
TELECOMMUNICATION ALERT (7/1/96)4 - Bellcore has introduced
Adapt/X Advertiser, software that lets advertisers design ads that
adapt to a user's profile and movement on a Web site. The software
uses an algorithm to tailor the selection and composition of
advertisements to match data gleaned from user registration or
even such indicators as the Internet address, which show whether a
user is a government or commercial entity, for example.

To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Tables B1, B2 & B4
Claim 3
3. A method as claimed in
claim 2, wherein the user
profile data includes
selections of the user from

ADAPT/X performed the method as claimed in claim 2, wherein
the user profile data includes selections of the user from previous
search arguments. See, e.g.:

4

Telecommunications Alert (7/1/96) refers to “Bellcore Deploys Adaptive Web Software,”
Telecommunications Alert (Jul. 1, 1996)
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previous search arguments.

NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 20 – “During the computation of the advertisements
and all the other computations that the system of the present
5 invention performs, a logging module 22 of the system
performs extensive logging of what the user has asked, what
advertisements were shown, how long the advertisements were
shown, and which advertisements were shown to which user.
The logging module 22 then stores these logs in a SYS logs
10 database 23. Various scanned reports can be produced and
defined using the information in the SYS logs database 23.”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

Claim 4
4. A method as claimed in
claim 3, wherein the user
profile data includes
selections of the user from
previous search results.

ADAPT/X performed the method as claimed in claim 3, wherein
the user profile data includes selections of the user from previous
search results. See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 20 – “During the computation of the advertisements
and all the other computations that the system of the present
5 invention performs, a logging module 22 of the system
performs extensive logging of what the user has asked, what
advertisements were shown, how long the advertisements were
shown, and which advertisements were shown to which user.
The logging module 22 then stores these logs in a SYS logs
10 database 23. Various scanned reports can be produced and
defined using the information in the SYS logs database 23.”

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To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious.
See, e.g.: Table B4
Claim 5
5. A method as claimed in
claim 4, wherein the user
profile data includes user
specified preferences.

ADAPT/X performed the method as claimed in claim 4, wherein
the user profile data includes user specified preferences. See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 20 – “During the computation of the advertisements
and all the other computations that the system of the present
5 invention performs, a logging module 22 of the system
performs extensive logging of what the user has asked, what
advertisements were shown, how long the advertisements were
shown, and which advertisements were shown to which user.
The logging module 22 then stores these logs in a SYS logs
10 database 23. Various scanned reports can be produced and
defined using the information in the SYS logs database 23.”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

Claim 6
6. A method as claimed in
claim 1, wherein the step of
providing the search results
and the particular
advertisement to the user
includes displaying the
search results as a page on
a data processing device
and the particular
advertisement as an insert
on the page.

Adapt/X performed the method as claimed in claim 1, wherein the
step of providing the search results and the particular
advertisement to the user includes displaying the search results as
a page on a data processing device and the particular
advertisement as an insert on the page. See, e.g.:
NAQVI WO, p. 2 - “That is, when a user uses certain search engines
for conducting a search, the user will be shown advertisements
while doing the searching. These advertisements are sometimes
referred to as "banner" advertisements because they simulate a
banner that the user sees as the user is traveling down a "road" on
the computer network. These advertisements are typically tied to a

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particular search page that the user encounters during the
search. The current state of the art is such that when the user uses
a search engine, a randomly selected advertisement is shown as if
it is part of the search page. For example, the user may enter a
search request to see a home page on cooking and, as a part of that
page, the existing systems might display an advertisement about
cars. This is a problem, of course, because there is no connection
made between the content of the advertisements or the message of
the advertisements and what the user is actually searching.”
NAQVI WO, p. 9 – “In summary, the present invention provides a
system
and method for advertising on a computer network,
comprising a server containing a plurality of
advertisements, means for electronically connecting the
server to a computer network, and means for selecting and
15 retrieving an advertisement from the server in response to
a query entered on the network. The selecting means
comprises means for ensuring that a selected advertisement
is relevant to the query. A mixer means is provided for
combining a retrieved advertisement with a content page
20 returned by the computer network in response to the query.
The mixer means comprises a layout manager means for
computing an optimum layout of a combined page containing
the retrieved advertisement and the content page. The
mixer means also comprises a typography manager means for
25 detecting special tags and HTML rules in the content page
and for determining which part of the content page the
selected advertisement can be displayed on. The content
page is provided by a home page dispatcher, a search
engine, or a generic HTML content provider in response to
30 the query.”
NAQVI WO, p. 5-6 - “When the user requests a certain page or a
certain topic of information, the relevant pages are retrieved from
the computer network and shown to the user. The present
invention, upon receiving the user's request, retrieves
advertisements that are related to the user's action, dynamically
mixes the advertisements with the content of the pages according
to a particular layout, and displays the pages with focused, targeted
advertisements as a part of the page. The advertisements can be
made to satisfy a set of constraints requested by the advertiser, as
well as the constraints of the publisher of the page, as further
discussed below. The advertisement triggering mechanism of the
present invention is not random or coincidental, but rather, is
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prespecified in advance. This specification will be referred to in
this application as a contract. A contract specifies the marketing
rules that link advertisements with specific queries. For example, a
diet soft drink advertisement may be shown when a user asks for a
page about exercising equipment. These rules are specified by
advertisers implementing the concept of "focus" or "relevance" of
advertisements and help the advertisers to target a specific
audience. Owners of pages specify the focus content of their pages
through special tags within a page. These tags are not displayed to
the information consumer; the tags are used to decide what
advertisement can be shown when the page is requested by a
consumer. The notion of a contract, however, goes well beyond
just marketing rules. First of all, the advertising space
on the online medium, although technically unlimited, is
severely restricted by the user's attention span. Placing
advertisements on the first page which constitutes the answer to a
query gives the advertisements much higher probability to be seen
than on later pages of the answer.”
NAQVI WO, p. 19 – “The prime space manager 20 has the
responsibility of determining all the possible advertisements that
can be
shown in conjunction with the information requested by the
user. The prime space manager 20 then decides which ads to
15 show based on the particular contracts that have been
signed. If a contract has already been entered with an
advertiser's competitor, the prime space manager 20 will
make sure that it can in fact satisfy the new contract with
the advertiser. Thus, the prime space manager 20
20 dynamically makes a decision of which advertisements to
show given the amount and the number of advertisements that
it can possibly show. The end result of the prime space
manager 20's computation is that the system knows exactly
which advertisements can and will be shown to the user.”
Figures 3D, 8B, 8C, 13A, 15
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Tables B1, B2 & B3
Claim 8
8. A method of providing
advertisements to a user

See Claim 1[preamble].

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searching for desired
information within a data
network, comprising the
steps of:
[a] receiving, at a server, a
search request sent from a
user, the search request
including a search
argument corresponding to
the desired information;

See Claim 1[a].

[b] searching, by the server See Claim 1[b].
computer based upon the
received search argument, a
first database to generate
search results, the first
database having data
network related
information and being
contained on the server
computer;
[c] correlating the received
search argument to a
particular advertisement in
a second database having
advertisement related
information, the second
database contained on a
client computer; and

See Claim 1[c].

[d] providing the search
results together with the
particular advertisement to
the user.

See Claim 1[d].

To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B2, B7

Claim 9
9. A method as claimed in
See Claim 2.
claim 8, wherein the step of
correlating the received
search argument to the
particular advertisement
includes selecting the
particular advertisement
based on the received
search argument and user
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profile data.
Claim 10
10. A method as claimed in
claim 9, wherein the user
profile data is based
partially upon previous
search arguments of the
user.

See Claim 3.

Claim 11
11. A method as claimed in
claim 10, wherein the user
profile data is based
partially upon previous
search results for the user.

See Claim 4.

Claim 12
12. A method as claimed in
claim 11, wherein the user
profile data includes user
specified preferences.

See Claim 5.

Claim 13
13. A method as claimed in See Claim 6.
claim 8, wherein the step of
providing the search results
and the particular
advertisement to the user
includes displaying the
search results as a page on
a data processing device
and the particular
advertisement as an insert
on the page.
Claim 14
14. A method as claimed in
claim 8, wherein the step of
correlating the received
search argument to a
particular advertisement in
the second database is
performed by the client
computer.

See Claim 8[c].
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B2, B7

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Claim 15
15. A method as claimed in
claim 8, wherein:

See Claim 8.

[a] the server computer is a
database search engine
computer; and

See Claim 8[b].
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B1, B7

[b] the client computer is
an access provider
computer.

See Claim 8[c].
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B1, B7

Claim 16
16. A method as claimed in
claim 8, wherein:

See Claim 8.

[a] the server computer is a
database search engine
computer; and

See Claim 15[a].

[b] the client computer is
an associate search engine
computer.

See Claim 8[c].
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B1, B7

Claim 17
17. An advertising machine
for providing
advertisements to a user
searching for desired
information within a data
network, the advertising
machine comprising:

See Claim 8[preamble].

[a] a server computer
See Claim 8[a].
coupled to the data network
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that receives a search
request from the user, the
search request including a
search argument
corresponding to the
desired information;
[b] a database search
engine coupled to the
server computer that
receives the search
argument from the server
computer and searches a
first database to generate
search results, the first
database having data
network related
information and being
contained on the server
computer;

See Claim 8[b].

[c] an associative search
engine coupled to the
server computer that
correlates the received
search argument to a
particular advertisement in
a second database having
advertisement related
information, the second
database contained on a
client computer; and

See Claim 8[c].

[d] the server computer
providing the search results
together with the particular
advertisement to the user.

See Claim 8[d].

Claim 18
18. The advertising
machine of claim 17,
wherein the associative
search engine selects the
particular advertisement
based on the received
search argument and user

See Claim 2.

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profile data.
Claim 19
19. The advertising
machine of claim 18,
wherein the user profile
data is based partially upon
previous search arguments
of the user.

See Claim 3.

Claim 20
20. The advertising
machine of claim 18,
wherein the user profile
data is based partially upon
previous search results for
the user.

See Claim 4.

Claim 21
21. The advertising
machine of claim 18,
wherein the user profile
data includes user specified
preferences.

See Claim 5.

Claim 22
22. An advertising machine
coupled to a data network
for providing
advertisements to a user,
the advertising machine
comprising:

See Claim 17[preamble].

[a] a server computer
See Claim 17[a].
coupled to the data network
that receives a search
request from the user, the
search request including a
search argument
corresponding to the
desired information;
[b] a database search
engine coupled to the
server computer that
receives the search

See Claim 17[b].

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argument from the server
computer and searches a
first database to generate
search results, the first
database having data
network related
information and being
contained on the server
computer;
[c] an associative search
engine coupled to the
server computer that
correlates the received
search argument to a
particular advertisement in
a second database having
advertisement related
information, the second
database contained on a
client computer;

See Claim 17[c].

[d] the server computer
providing the search results
together with the particular
advertisement to the user;

See Claim 17[d].

[e] the server computer
determining whether the
advertisement was
successful; and

ADAPT/X determined whether the advertisement was successful.
See, e.g.:
NAQVI WO, p. 42 – “Referring to Fig. 12, an architecture of the
10 underlying transaction system of the present invention will
be described. One of the basic features of the present
invention is that the advertisements displayed to users
provide a gateway for the client to take further action
with the advertiser. That is, the ads are not just there
15 for the user to see, they are interactive.
For example, if the system shows the user a picture of
a car or a cookie and the user wants to buy or receive
further information about the advertised product, the user
can make a transaction with the system. The transaction
20 can be very simple, such as where the user clicks on the
advertisement and is displayed all information about that
particular product. Or the transaction could be something
more complicated, such as where the user actually enters a
dialogue with the system and buys the product.”

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NAQVI WO, p. 43 – “A typical transaction where the client 130
sees an
advertisement and clicks on the advertisement will now be
described by reference to the transaction system
architecture diagram shown in Fig. 12 and the screen
10 displays shown in Figs. 13A and 13B. The action of
clicking on the advertisement is captured by the gate 131
in Host 2, and the appropriate information is then
displayed to the client by the transaction client 132 in
Host 2. For example, the transaction client 132 might
15 prompt the client to enter the type of transaction desired.
The transaction client in Host 2 is a client for a
transaction server 133 in Host 3.”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Tables B4 & B6
[f] the server computer
altering criteria for
subsequent correlations of
received search arguments
to the second database.

ADAPT/X altered criteria for subsequent correlations of received
search arguments to the second database. See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 42 – “Referring to Fig. 12, an architecture of the
10 underlying transaction system of the present invention will
be described. One of the basic features of the present
invention is that the advertisements displayed to users
provide a gateway for the client to take further action
with the advertiser. That is, the ads are not just there
15 for the user to see, they are interactive.
For example, if the system shows the user a picture of
a car or a cookie and the user wants to buy or receive
further information about the advertised product, the user
can make a transaction with the system. The transaction
20 can be very simple, such as where the user clicks on the
advertisement and is displayed all information about that
particular product. Or the transaction could be something
more complicated, such as where the user actually enters a

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dialogue with the system and buys the product.”
NAQVI WO, p. 43 – “A typical transaction where the client 130
sees an
advertisement and clicks on the advertisement will now be
described by reference to the transaction system
architecture diagram shown in Fig. 12 and the screen
10 displays shown in Figs. 13A and 13B. The action of
clicking on the advertisement is captured by the gate 131
in Host 2, and the appropriate information is then
displayed to the client by the transaction client 132 in
Host 2. For example, the transaction client 132 might
15 prompt the client to enter the type of transaction desired.
The transaction client in Host 2 is a client for a
transaction server 133 in Host 3.”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.: Tables
B4, B6, B7
Claim 23
23. The advertising
See Claim 2.
machine of claim 22,
wherein the associative
search engine correlates the
received search argument
to the particular
advertisement based on the
received search argument
and user profile data.

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Claim 1
1. A method for operating
an advertising machine
implemented on at least
one computer to provide
advertisements via a
communications link to a
data processing device of a
user, the method
comprising:

See ’969 Patent Claim 1[preamble].

[a] receiving user
preference input from the
data processing device via
the communications link;

ADAPT/X received user preference input from the data processing
device via the communications link. See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 20 – “During the computation of the advertisements
and all the other computations that the system of the present
5 invention performs, a logging module 22 of the system
performs extensive logging of what the user has asked, what
advertisements were shown, how long the advertisements were
shown, and which advertisements were shown to which user.
The logging module 22 then stores these logs in a SYS logs
10 database 23. Various scanned reports can be produced and
defined using the information in the SYS logs database 23.”
NAQVI WO, p. 26-27 – “The "focus" arrows 43 shown in Fig. 2
indicate that a certain focus is associated with each category. The
query
may have been directed to a category of listings or a particular
vendor. In both cases there is a "focus"
associated with the content of the query (e.g.,
automobiles, physicians, lawyers, etc.). In addition,
there may be a focus associated with the geographic
5 location of the user to permit advertisers to target users
in particular geographic regions. The focus process plays
a major part in the present invention. No advertisements
are shown unless it can be determined that the
advertisements are in some way focused or related to the

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10 content of what the user requested.”
NAQVI WO, p. 40 – “The user may also be asked to provide certain
demographic or profile information. For instance, the user
can require that his advertisement be shown only to people
in age group 30 to 40 or only to people living in
Morristown, NJ or any other geographic location. The last
item that the user is asked to specify is the contract.
The various contracts available to the advertiser are
explained above. When the user is finished entering all of
this information, the system updates the ad info database
3 0 ( step 115 ) .”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4
[b] creating user preference
data based upon the user
preference input;

ADAPT/X created user preference data based upon the user
preference input. See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 20 – “During the computation of the advertisements
and all the other computations that the system of the present
5 invention performs, a logging module 22 of the system
performs extensive logging of what the user has asked, what
advertisements were shown, how long the advertisements were
shown, and which advertisements were shown to which user.
The logging module 22 then stores these logs in a SYS logs
10 database 23. Various scanned reports can be produced and
defined using the information in the SYS logs database 23.”
NAQVI WO, p. 26-27 – “The "focus" arrows 43 shown in Fig. 2
indicate that a certain focus is associated with each category. The
query
may have been directed to a category of listings or a particular
vendor. In both cases there is a "focus"
associated with the content of the query (e.g.,
automobiles, physicians, lawyers, etc.). In addition,

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there may be a focus associated with the geographic
5 location of the user to permit advertisers to target users
in particular geographic regions. The focus process plays
a major part in the present invention. No advertisements
are shown unless it can be determined that the
advertisements are in some way focused or related to the
10 content of what the user requested.”
NAQVI WO, p. 40 – “The user may also be asked to provide certain
demographic or profile information. For instance, the user
can require that his advertisement be shown only to people
in age group 30 to 40 or only to people living in
Morristown, NJ or any other geographic location. The last
item that the user is asked to specify is the contract.
The various contracts available to the advertiser are
explained above. When the user is finished entering all of
this information, the system updates the ad info database
3 0 ( step 115 ) .”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4
[c] receiving from the data
processing device via the
communications link a
search request that includes
a search argument;

See ’969 Patent Claim 1[a].

[d] searching at least one
See ’969 Patent Claim 1[b].
database using the search
argument to produce search
results;
[e] selecting at least one
advertisement from an
advertisement database
relating to the search
argument using the user
preference data; and

See ’969 Patent Claims 1[c], 2.

[f] transmitting the search
results together with the at
least one advertisement via
the communications link to
the data processing device.

See ’969 Patent Claims 1[d].

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Claim 3
3. The method of claim 1,
further comprising ordering
the search results based
upon the user preference
data.

On information and belief, ADAPT/X performed the method of
claim 1, further comprising ordering the search results based upon
the user preference data.
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

Claim 4
4. The method of claim 1,
wherein creating user
preference data based upon
the user preference input
comprises setting the user
preference data to default
values.

On information and belief, ADAPT/X performed the method of
claim 1, wherein creating user preference data based upon the user
preference input comprises setting the user preference data to
default values.
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

Claim 5
5. The method of claim 1,
further comprising:

See Claim 1.

[a] receiving user
preference edit input via
the communications link
from the data processing
device; and

See Claim 1[a].

[b] modifying the user
preference data based upon
the user preference edit
input.

See Claim 1[b].

To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

Claim 6
6. The method of claim 1,
further comprising:

See Claim 1.

[a] receiving user

See Claim 1[a].

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preference re-prioritization
input; and

To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4
[b] re-prioritizing the user
preference data based upon
the user preference reprioritization input.

See Claim 1[b].
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

Claim 7
7. The method of claim 1,
See ’969 Patent Claims 3, 4.
wherein the user preference
data is derived from prior
searching history.
Claim 8
8. The method of claim 1,
further comprising:

See Claim 1.

[a] receiving search
refinement input via the
communications link from
the data processing device
of the user;

See Claim 1[c].

[b] refining the search
results based upon the
search refinement input;
and

See Claim 1[d].

[c] transmitting the refined
search results via the
communications link to the
data processing device.

See Claim 1[f].

Claim 9
9. An advertising machine
implemented on at least
one computer and operable
to provide advertisements
via a communications link

See Claim 1[preamble].

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to a data processing device
of a user, the advertising
machine comprising:
[a] a communications
interface operable to
interface with the data
processing device of the
user via the
communications link;

See Claim 1[a, c].

[b] a database search
engine operable to:

See Claim 1[d].

[c] receive from the data
processing device via the
communications link a
search request that includes
a search argument; and

See Claim 1[c].

[d] search at least one
See Claim 1[d].
database using the search
argument to produce search
results;
[e] an associative search
engine operable to:

See Claim 1[e].

[f] receive user preference
input from the data
processing device via the
communications link;

See Claim 1[a].

[g] create user preference
data based upon the user
preference input; and

See Claim 1[b].

[h] select at least one
advertisement from an
advertisement database
relating to the search
argument using the user
preference data; and

See Claim 1[e].

[i] the advertising machine
operable to transmit the
search results together with
the at least one
advertisement via the

See Claim 1[f].

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communications link to the
data processing device.
Claim 12
12. The advertising
See ’969 Patent Claim 3.
machine of claim 9,
wherein the user preference
data comprises a list of
keywords.
Claim 13
13. The advertising
machine of claim 9,
wherein creating the user
preference data based upon
the user preference input
comprises setting the user
preference data to default
values.

See Claim 4.

Claim 14
14. The advertising
machine of claim 9,
wherein the associate
search engine is further
operable to:

See Claim 9.

[a] receive user preference
edit input via the
communications link from
the data processing device;
and

See Claim 5[a].

[b] modify the user
preference data based upon
the user preference edit
input.

See Claim 5[b].

Claim 15
15. The advertising
machine of claim 9,
wherein the associate
search engine is further
operable to:

See Claim 9.

[a] receive user preference

See Claim 6[a].

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re-prioritization input; and
[b] re-prioritize the user
preference data based upon
the user preference reprioritization input.

See Claim 6[b].

Claim 16
16. The advertising
See Claim 7.
machine of claim 9,
wherein the user preference
data is derived from prior
searching history.
Claim 17
17. The advertising
machine of claim 9,
wherein the database
search engine is further
operable to:

See Claim 9.

[a] receive search
refinement input via the
communications link from
the data processing device
of the user;

See Claim 8[a].

[b] refine the search results
based upon the search
refinement input; and

See Claim 8[b].

[c] transmit the refined
search results via the
communications link to the
data processing device.

See Claim 8[c].

Claim 18
18. A method for operating
a data processing device of
a user to receive
advertisements via a
communications link from
an advertising machine
implemented on at least
one computer, the method
comprising:

See Claim 1[preamble].

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[a] interacting with the
advertising machine via the
communications link to
provide user preference
input used to create user
preference data by the
advertising machine;

See Claim 1[a, b].

[b] transmitting to the
advertising machine via the
communications link a
search request that includes
a search argument; and

See Claim 1[c].

[c] receiving search results
and at least one
advertisement via the
communications link from
the advertising machine;

See Claim 1[f].

[d] the search results
obtained from at least one
database based upon the
search argument; and

See Claim 1[d].

[e] the at least one
advertisement obtained
from at least one database
having advertisement
information based upon the
search argument and the
user preference data.

See Claim 1[e].

Claim 20
20. The method of claim
18, wherein the search
results are ordered based
upon the user preference
data.

See Claim 3.

Claim 21
21. The method of claim
See Claim 12.
18, wherein the user
preference data comprises a
list of keywords.
Claim 22
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22. The method of claim
18, further comprising:

See Claim 18.

[a] transmitting to the
advertising machine via the
communications link user
preference edit input; and

See Claim 5[a].

[b] receiving at least one of
modified search results and
at least one differing
advertisement that are
based upon the search
argument, the user
preference input, and the
user preference edit input.

See Claim 5[b], 18[c].

Claim 23
23. The method of claim
18, further comprising:

See Claim 18.

[a] transmitting to the
advertising machine via the
communications link user
preference re-prioritization
input; and

See Claim 6[a].

[b] receiving at least one of
modified search results and
at least one differing
advertisement that are
based upon the search
argument, the user
preference input, and the
user preference reprioritization input.

See Claim 6[b], 18[c].

Claim 24
24. The method of claim
18, wherein the user
preference data is derived
from prior searching
history.

See Claim 7.

Claim 25
25. The method of claim
18, further comprising:

See Claim 18.

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[a] transmitting search
refinement input via the
communications link to the
advertising machine; and

See Claim 8[a].

[b] receiving refined search
results via the
communications link from
the advertising machine
that is based upon the
search refinement input.

See Claim 8[b, c].

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Claim 1
1. An advertising machine
implemented on at least
one computer and operable
to provide advertisements
via a communications link
to a data processing device
of a user, the advertising
machine comprising:

See ’245 Patent Claim 9[preamble].

[a] a communications
interface operable to
interface with the data
processing device of the
user via the
communications link;

See ’245 Patent Claim 9[a].

[b] a database search
engine operable to:

See ’245 Patent Claim 9[b].

[c] receive from the data
processing device via the
communications link a
search request that includes
a search argument; and

See ’245 Patent Claim 9[c].

[d] search at least one
See ’245 Patent Claim 9[d].
database using the search
argument to produce search
results;
[e] an associative search
engine operable to select at
least one advertisement
from an advertisement
database based upon at
least one of the search
argument and the search
results; and

See ’245 Patent Claim 9[e, h].

[f] the advertising machine
operable to:

See ’245 Patent Claim 9[i].

[g] transmit the search
results together with the at
least one advertisement via
the communications link to

See ’245 Patent Claim 9[i].

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the data processing device;
[h] receive a response from
the data processing device
via the communications
link that indicates selection
of an advertisement; and

See ’969 Patent Claim 22[e].

[i] based upon the
advertisement selection,
generate a fee record.

ADAPT/X generated a fee record based upon the advertisement
selection, . See, e.g.:
NAQVI WO, p. 37-38 - “Referring to Figs. 9A and 9B, a
description of the billing system of the present invention will be
provided. Figs. 9A and 9B show two submodules of the system
called the info bank and ad auditing. The purpose of these two
10 modules is to construct log reports of various usages of
the present invention.
Fig. 9A shows the process flow for the info bank
submodule 90. The purpose of the info bank submodule 90 is
to log certain kinds of information during a particular
15 client's session. The logged information is then used to
provide advertisers with a description of what
advertisements have been shown, what the user has bought
after seeing an ad, and so forth. Thus, the info bank
submodule provides an information bank to show advertisers
20 who has been accessing the system and how successful the
ads have been.
The screen for the relevant module contains a link
called the info bank which the user can select. When the
user clicks on the info bank link, the user is shown the
25 start 91 of the info bank submodule. At this point the
user is asked for authentication information (step 92),
such as the user's name and personal identification number
(PIN). The system then goes into the authentication mode
93 and verifies whether the user ID and PIN number typed in
30 are valid. If the authentication is successful, the system
then searches the transaction log and filter (step 94) and
pulls up the appropriate log requested by the user. The
user can ask to see all transactions performed by the
client or all of the things of a certain type that the user
has bought. A report of the results (step 95) is
automatically produced for the client and displayed.”
NAQVI WO, p. 38-39 – “All the log information accessed by the

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info bank and ad auditing submodules is logged in a single
database 23 (Fig. 1). Whether the user is looking for auditing
information, transactions, things that the user has bought,
or user demographics, the information is all in the same
database. However, when a user uses the info bank
5 submodule 90, the user is interested in only certain
things, as described above. But when the user uses the ad
auditing submodule 96, the user is interested in other
things. Therefore, the reports that are produced by the
info bank and ad auditing submodules contain different
10 data. The database is filtered and only the items of
interest for a certain report are retained so that the rest
of the database need not be used.”
NAQVI WO, p. 44-45 – “The client 130 is asked to type in a PIN
number to start the second part of the transaction. If the client
130 types in the PIN number, the second part of the
transaction starts. The second part of the transaction is
that the form that has now been filled in and constitutes
the request for a renewal of driver's license is sent from
the client 130 in Host 1 to the transaction client 132 in
Host 2, and from the transaction client 132 in Host 2 to
20 the transaction server 133 in Host 3. At this point, there
are two things that have to happen at Host 3. First, the
particular request for renewal of the driving license has
to be processed by making a record that this person has
renewed the license and by sending confirmation back to the
25 client. Second, the transaction server 133 must be paid
for the renewal of the driving license. In other words,
there has to be a monetary fee that has to be exchanged
between the client and the DMV.
In exchanging the monetary fee, the transaction server
30 133 will also act as a transaction client 134 to the bank
server 135 in Host 4. The transaction client 134 sends a
message to the bank server 135 in Host 4 indicating that it
has the client's PIN number and the authorization to deduct
a certain fee from the client's account. The bank server
135 authenticates that information, logs the information in
its own records, and sends back an electronic approval for
5 the debit.”
Figures 9A, 9B, and 14 (and associated text)
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
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skill in the art renders this claim element obvious. See, e.g.:
Table B6
Claim 2
2. The advertising machine
of claim 1, wherein the
advertising machine is
further operable to extract a
toll based upon the fee
record.

ADAPT/X extracted a toll based upon the fee record. See, e.g.:
NAQVI WO, p. 37-38 - “Referring to Figs. 9A and 9B, a
description of the billing system of the present invention will be
provided.
Figs. 9A and 9B show two submodules of the system called
the info bank and ad auditing. The purpose of these two
10 modules is to construct log reports of various usages of
the present invention.
Fig. 9A shows the process flow for the info bank
submodule 90. The purpose of the info bank submodule 90 is
to log certain kinds of information during a particular
15 client's session. The logged information is then used to
provide advertisers with a description of what
advertisements have been shown, what the user has bought
after seeing an ad, and so forth. Thus, the info bank
submodule provides an information bank to show advertisers
20 who has been accessing the system and how successful the
ads have been.
The screen for the relevant module contains a link
called the info bank which the user can select. When the
user clicks on the info bank link, the user is shown the
25 start 91 of the info bank submodule. At this point the
user is asked for authentication information (step 92),
such as the user's name and personal identification number
(PIN). The system then goes into the authentication mode
93 and verifies whether the user ID and PIN number typed in
30 are valid. If the authentication is successful, the system
then searches the transaction log and filter (step 94) and
pulls up the appropriate log requested by the user. The
user can ask to see all transactions performed by the
client or all of the things of a certain type that the user
has bought. A report of the results (step 95) is
automatically produced for the client and displayed.”
NAQVI WO, p. 38-39 – “All the log information accessed by the
info bank and ad auditing submodules is logged in a single
database 23 (Fig. 1). Whether the user is looking for auditing
information, transactions, things that the user has bought,

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or user demographics, the information is all in the same
database. However, when a user uses the info bank
5 submodule 90, the user is interested in only certain
things, as described above. But when the user uses the ad
auditing submodule 96, the user is interested in other
things. Therefore, the reports that are produced by the
info bank and ad auditing submodules contain different
10 data. The database is filtered and only the items of
interest for a certain report are retained so that the rest
of the database need not be used.”
NAQVI WO, p. 44-45 – “The client 130 is asked to type in a PIN
number to start the second part of the transaction. If the client
130 types in the PIN number, the second part of the
transaction starts. The second part of the transaction is
that the form that has now been filled in and constitutes
the request for a renewal of driver's license is sent from
the client 130 in Host 1 to the transaction client 132 in
Host 2, and from the transaction client 132 in Host 2 to
20 the transaction server 133 in Host 3. At this point, there
are two things that have to happen at Host 3. First, the
particular request for renewal of the driving license has
to be processed by making a record that this person has
renewed the license and by sending confirmation back to the
25 client. Second, the transaction server 133 must be paid
for the renewal of the driving license. In other words,
there has to be a monetary fee that has to be exchanged
between the client and the DMV.
In exchanging the monetary fee, the transaction server
30 133 will also act as a transaction client 134 to the bank
server 135 in Host 4. The transaction client 134 sends a
message to the bank server 135 in Host 4 indicating that it
has the client's PIN number and the authorization to deduct
a certain fee from the client's account. The bank server
135 authenticates that information, logs the information in
its own records, and sends back an electronic approval for
5 the debit.”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B6
Claim 3
3. The advertising machine

ADAPT/X directed the data processing device to a website

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of claim 1, wherein the
advertising machine is
further operable to direct
the data processing device
to a website corresponding
to the selection of the
advertisement.

corresponding to the selection of the advertisement. See, e.g.:
NAQVI WO, p. 42 – “Referring to Fig. 12, an architecture of the
10 underlying transaction system of the present invention will
be described. One of the basic features of the present
invention is that the advertisements displayed to users
provide a gateway for the client to take further action
with the advertiser. That is, the ads are not just there
15 for the user to see, they are interactive.
For example, if the system shows the user a picture of
a car or a cookie and the user wants to buy or receive
further information about the advertised product, the user
can make a transaction with the system. The transaction
20 can be very simple, such as where the user clicks on the
advertisement and is displayed all information about that
particular product. Or the transaction could be something
more complicated, such as where the user actually enters a
dialogue with the system and buys the product.
The flow chart shown in Fig. 12 describes a typical
scenario in which the client has seen a certain
advertisement and clicks on that advertisement to actually
buy something. In particular, whatever this person is
going to buy is going to involve multiple servers. The
30 client is running on Host 1, and the transaction that the
client is requesting will involve multiple servers, perhaps
geographically distributed. Host 4 is a bank server
running at a bank somewhere on the computer network. Host
3 is a transaction server for logging and serving as the
transaction focal point. Host 2 is a server that accepts
the start of the transaction from the client housed at Host
1.
A typical transaction where the client 130 sees an
advertisement and clicks on the advertisement will now be
described by reference to the transaction system
architecture diagram shown in Fig. 12 and the screen
10 displays shown in Figs. 13A and 13B. The action of
clicking on the advertisement is captured by the gate 131
in Host 2, and the appropriate information is then
displayed to the client by the transaction client 132 in
Host 2. For example, the transaction client 132 might
15 prompt the client to enter the type of transaction desired.
The transaction client in Host 2 is a client for a
transaction server 133 in Host 3.”

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Figure 12.

To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B2 & B3
Claim 4
4. The advertising machine
of claim 1, wherein the
advertising machine is
further operable to update
preference data for the user
based upon the selection of
the advertisement.

ADAPT/X updated preference data for the user based upon the
selection of the advertisement. See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 42 – “Referring to Fig. 12, an architecture of the
10 underlying transaction system of the present invention will
be described. One of the basic features of the present
invention is that the advertisements displayed to users
provide a gateway for the client to take further action
with the advertiser. That is, the ads are not just there
15 for the user to see, they are interactive.
For example, if the system shows the user a picture of
a car or a cookie and the user wants to buy or receive
further information about the advertised product, the user
can make a transaction with the system. The transaction
20 can be very simple, such as where the user clicks on the
advertisement and is displayed all information about that
particular product. Or the transaction could be something
more complicated, such as where the user actually enters a
dialogue with the system and buys the product.
The flow chart shown in Fig. 12 describes a typical
scenario in which the client has seen a certain
advertisement and clicks on that advertisement to actually
buy something. In particular, whatever this person is
going to buy is going to involve multiple servers. The
30 client is running on Host 1, and the transaction that the
client is requesting will involve multiple servers, perhaps
geographically distributed. Host 4 is a bank server
running at a bank somewhere on the computer network. Host

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3 is a transaction server for logging and serving as the
transaction focal point. Host 2 is a server that accepts
the start of the transaction from the client housed at Host
1.
A typical transaction where the client 130 sees an
advertisement and clicks on the advertisement will now be
described by reference to the transaction system
architecture diagram shown in Fig. 12 and the screen
10 displays shown in Figs. 13A and 13B. The action of
clicking on the advertisement is captured by the gate 131
in Host 2, and the appropriate information is then
displayed to the client by the transaction client 132 in
Host 2. For example, the transaction client 132 might
15 prompt the client to enter the type of transaction desired.
The transaction client in Host 2 is a client for a
transaction server 133 in Host 3.”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4
Claim 5
5. The advertising machine
of claim 1, wherein the
advertising machine is
further operable to update
the advertisement database
based upon the selection of
the advertisement.

See ’969 Patent Claim 22[f].

Claim 6
6. The advertising machine
of claim 1, wherein the
advertising machine is
further operable to again
provide the at least one
advertisement that solicited
the selection of the
advertisement.

ADAPT/X was further operable to again provide the at least one
advertisement that solicited the selection of the advertisement.
See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
To the extent this reference does not teach this claim element, this

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reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B6
Claim 7
7. The advertising machine
of claim 1, wherein the
search results and the at
least one advertisement are
included in a web page.

See ‘969 Patent Claim 6.

Claim 8
8. The advertising machine
of claim 1, wherein the
associative search engine is
operable to select at least
one advertisement from an
advertisement database
based upon at least the
search argument.

See ’245 Patent Claim 9[e, h].

Claim 10
10. An advertising machine
implemented on at least
one computer and operable
to provide advertisements
via a communications link
to a data processing device
of a user, the advertising
machine comprising:

See Claim 1[preamble].

[a] a communications
interface operable to
interface with the data
processing device of the
user via the
communications link;

See Claim 1[a].

[b] a database search
engine operable to:

See Claim 1[b].

[c] receive from the data
processing device via the
communications link a
search request that includes
a search argument; and

See Claim 1[c].

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[d] search at least one
See Claim 1[d].
database using the search
argument to produce search
results;
[e] an associative search
engine operable to select at
least one advertisement
from an advertisement
database based upon at
least one of the search
argument and the search
results; and

See Claim 1[e].

[f] the advertising machine
operable to:

See Claim 1[f].

[g] transmit the search
results together with the at
least one advertisement via
the communications link to
the data processing device;

See Claim 1[g].

[h] receive a response from
the data processing device
via the communications
link that indicates nonselection of the at least one
advertisement.

ADAPT/X received a response from the data processing device via
the communications link that indicates non-selection of the at least
one advertisement. See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Tables B4 & B6

Claim 11
11. The advertising
machine of claim 10,
wherein:

See Claim 10.

[a] the associative search
engine is further operable
to select at least one

ADAPT/X was further operable to select at least one differing
advertisement based upon the non-selection of the at least one
advertisement. See, e.g.:

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differing advertisement
based upon the nonselection of the at least one
advertisement; and

NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

[b] the advertising machine
is further operable to
transmit the at least one
differing advertisement via
the communications link to
the data processing device.

ADAPT/X was further operable to transmit the at least one
differing advertisement via the communications link to the data
processing device. See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Tables B2, B3 & B4

Claim 12
12. The advertising
machine of claim 10,
wherein the advertising
machine is further operable
to update preference data
for the user based upon the
non-selection of the at least
one advertisement.

See Claim 4.
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

Claim 13
13. The advertising
machine of claim 10,
wherein the advertising
machine is further operable
to update the advertisement

See Claim 5.
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary

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database based upon the
non-selection of the
advertisement.

skill in the art renders this claim element obvious. See, e.g.:
Table B4

Claim 14
14. The advertising
machine of claim 10,
wherein the search results
and the at least one
advertisement are included
in a web page transmitted
to the data processing
device via the
communications link.

See Claim 7.

Claim 15
15. The advertising
See Claim 8.
machine of claim 10,
wherein the associative
search engine is operable to
select at least one
advertisement from an
advertisement database
based upon at least the
search argument.
Claim 17
17. A method for operating
an advertising machine
implemented on at least
one computer to provide
advertisements via a
communications link to a
data processing device of a
user, the method
comprising:

See Claim 1[preamble].

[a] the advertising machine
receiving from the data
processing device via the
communications link a
search request that includes
a search argument;

See Claim 1[c].

[b] the advertising machine
searching at least one

See Claim 1[d].

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database using the search
argument to produce search
results;
[c] the advertising machine
selecting at least one
advertisement from an
advertisement database
based upon at least one of
the search argument and
the search results;

See Claim 1[e].

[d] the advertising machine
transmitting the search
results together with the at
least one advertisement via
the communications link to
the data processing device;

See Claim 1[g].

[e] the advertising machine
receiving a response from
the data processing device
via the communications
link that indicates selection
of an advertisement; and

See Claim 1[h].

[f] the advertising machine
generating a fee record
based upon the selection of
the advertisement.

See Claim 1[i].

Claim 18
18. The method of claim
17, further comprising the
advertising machine
extracting a toll based upon
the fee record.

See Claim 2.

Claim 19
19. The method of claim
17, further comprising the
advertising machine
directing the data
processing device to a
website corresponding to
the selection of the
advertisement.

See Claim 3.

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Claim 20
20. The method of claim
17, further comprising the
advertising machine
updating preference data
for the user based upon the
selection of the
advertisement.

See Claim 4.

Claim 21
21. The method of claim
17, further comprising the
advertising machine
updating the advertisement
database based upon the
selection of the
advertisement.

See Claim 5.

Claim 22
22. The method of claim
17, further comprising the
advertising machine again
providing the at least one
advertisement that solicited
the selection of the
advertisement.

See Claim 6.

Claim 23
23. The method of claim
17, wherein the search
results and the at least one
advertisement are included
in a web page transmitted
to the data processing
device via the
communications link.

See Claim 7.

Claim 24
24. The method of claim
17, further comprising the
advertising machine
selecting at least one
advertisement from an
advertisement database

See Claim 8.

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based upon at least the
search argument.
Claim 26
26. A method for operating
an advertising machine
implemented on at least
one computer to provide
advertisements via a
communications link to a
data processing device of a
user, the method
comprising:

See Claim 10[preamble].

[a] the advertising machine
receiving from the data
processing device via the
communications link a
search request that includes
a search argument;

See Claim 10[c].

[b] the advertising machine See Claim 10[d].
searching at least one
database using the search
argument to produce search
results;
[c] the advertising machine
selecting at least one
advertisement from an
advertisement database
based upon at least one of
the search argument and
the search results;

See Claim 10[e].

[d] the advertising machine
transmitting the search
results together with the at
least one advertisement via
the communications link to
the data processing device;
and

See Claim 10[g].

[e] the advertising machine
receiving a response from
the data processing device
via the communications

See Claim 10[h].

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link that indicates nonselection of the at least one
advertisement.
Claim 27
27. The method of claim
26, further comprising:

See Claim 26.

[a] the advertising machine
selecting at least one
differing advertisement
based upon the nonselection of the at least one
advertisement; and

See Claim 11[a].

[b] the advertising machine
transmitting the at least one
differing advertisement via
the communications link to
the data processing device.

See Claim 11[b].

Claim 28
28. The method of claim
26, further comprising the
advertising machine
updating preference data
for the user based upon the
non-selection of the at least
one advertisement.

See Claim 12.

Claim 29
29. The method of claim
26, further comprising the
advertising machine
updating the advertisement
database based upon the
non-selection of the
advertisement.

See Claim 13.

Claim 30
30. The method of claim
26, wherein the search
results and the at least one
advertisement are included
in a web page transmitted
to the data processing

See Claim 14.

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device via the
communications link.
Claim 31
31. The method of claim
26, further comprising the
advertising machine
selecting at least one
advertisement from an
advertisement database
based upon at least the
search argument.

See Claim 15.

Claim 33
33. A server computer that
is operable to provide
advertisements via a
communications link to a
data processing device of a
user, the server computer
comprising:

See Claim 1[preamble].

[a] at least one
communications interface
operable to interface with
the data processing device
of the user, a database
search engine, and an
associative search engine;

See Claim 1[a].

[b] the server computer,
using the at least one
communications interface,
is operable to:

See Claim 1[b].

[c] receive from the data
processing device via the
communications link a
search request that includes
a search argument; and

See Claim 1[c].

[d] interact with the
database search engine to
receive search results from
the database search engine
that are selected based
upon the search argument;

See Claim 1[d].

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[e] interact with the
See Claim 1[e].
associative search engine to
receive an advertisement
that is selected based upon
at least one of the search
argument and the search
results; and
[f] transmit the search
results together with the at
least one advertisement via
the communications link to
the data processing device.

See Claim 1[g].

Claim 34
34. The server computer of
claim 33, wherein the
server computer, in
conjunction with the at
least one communications
interface, is further
operable to:

See Claim 33.

[a] receive a response from
the data processing device
via the communications
link that indicates selection
of an advertisement; and

See Claim 1[h].

[b] based upon the
advertisement selection,
generate a fee record.

See Claim 1[i].

Claim 35
35. The server computer of
claim 34, wherein the
server computer is further
operable to extract a toll
based upon the fee record.

See Claim 2.

Claim 36
36. The server computer of
claim 34, wherein the
server computer is further
operable to direct the data
processing device to a

See Claim 3.

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website corresponding to
the selection of the
advertisement.
Claim 37
37. The server computer of
claim 34, wherein the
server computer is further
operable to update
preference data for the user
based upon the selection of
the advertisement.

See Claim 4.

Claim 38
38. The server computer of
claim 34, wherein the
search results and the at
least one advertisement are
included in a web page.

See Claim 7.

Claim 39
39. The server computer of
claim 33, wherein the
server computer, using the
at least one communication
interface, is operable to
interact with the database
search engine to receive an
advertisement that is
selected based upon at least
the search argument.

See Claim 8.

Claim 41
41. A method of operating
a server computer to
provide advertisements
comprising:

See Claim 33[preamble].

[a] the server computer
receiving from a data
processing device via at
least one communications
interface a search request
that includes a search
argument; and

See Claim 33[c].

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[b] the server computer
interacting with a database
search engine via the at
least one communications
interface to receive search
results from the database
search engine that are
selected based upon the
search argument;

See Claim 33[d].

[c] the server computer
interacting with an
associative search engine
via the at least one
communications interface
to receive an advertisement
that is selected based upon
at least one of the search
argument and the search
results; and

See Claim 33[e].

[d] the server computer
transmitting the search
results together with the at
least one advertisement via
the at least one
communications interface
to the data processing
device.

See Claim 33[f].

Claim 42
42. The method of claim
41, further comprising:

See Claim 41.

[a] the server computer
receiving a response from
the data processing device
via the at least one
communications interface
that indicates selection of
an advertisement; and

See Claim 34[a].

[b] based upon the
advertisement selection,
generating a fee record.

See Claim 34[b].

Claim 43
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43. The method of claim
41, further comprising the
server computer extracting
a toll based upon the fee
record.

See Claim 35.

Claim 44
44. The method of claim
41, further comprising the
server computer directing
the data processing device
to a website corresponding
to the selection of the
advertisement.

See Claim 36.

Claim 45
45. The method of claim
41, further comprising the
server computer updating
preference data for the user
based upon the selection of
the advertisement.

See Claim 37.

Claim 46
46. The method of claim
41, wherein the search
results and the at least one
advertisement are included
in a web page.

See Claim 38.

Claim 47
47. The method of claim
41, further comprising the
server computer interacting
with an associative search
engine via the at least one
communication interface to
receive an advertisement
that is selected based upon
at least the search
argument.

See Claim 39.

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Claim 1
1. A method for operating
an advertising machine
implemented on at least
one computer to provide
advertisements via a
communications link to a
data processing device of a
user, the method
comprising:

See ’970 Patent Claim 17[preamble].

[a] receiving from the data
processing device via the
communications link a
search request that includes
a search argument;

See ’970 Patent Claim 17[a].

[b] searching at least one
See ’970 Patent Claim 17[b].
database using the search
argument to produce search
results;
[c] selecting at least one
advertisement from an
advertisement database
relating to at least one of
the search argument and
the search results;

See ’970 Patent Claim 17[c].

[d] transmitting the search
results together with the at
least one advertisement via
the communications link to
the data processing device;

See ’970 Patent Claim 17[d].

[e] receiving search
refinement input from the
data processing device via
the communications link;

See ’245 Patent Claim 8[a].

[f] producing modified
See ’245 Patent Claim 8[b, c].
search results based upon at
least the search refinement
input;
[g] selecting at least one
other advertisement from

See ’970 Patent Claim 17[c].

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the advertisement database
based upon at least one of
the search refinement input
and the modified search
results; and

To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B2 & B3

[h] transmitting at least one
of the modified search
results and the at least one
other advertisement via the
communications link to the
data processing device.

See ’970 Patent Claim 17[d].

Claim 5
5. The method of claim 1,
wherein the search
refinement input comprises
at least one additional
search argument.

See ’245 Patent Claim 8[a].
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B1

Claim 6
6. The method of claim 1,
wherein the search
refinement input comprises
additional search criteria.

See ’245 Patent Claim 8[a].
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B1

Claim 7
7. The method of claim 1,
wherein the at least one
advertisement includes a
link to a website
sponsoring the
advertisement.

See ’970 Patent Claim 3.

Claim 8
8. The method of claim 1,
further comprising:

See Claim 1

[a] determining, via
communication with the
data processing device that

See ’970 Patent Claim 10[h].

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the user does not select the
at least one advertisement;
and

[b] updating advertisements See ’970 Patent Claim 12, 13.
provided to the data
processing device based
upon a determination that
the user does not select the
at least one advertisement.
Claim 9
9. The method of claim 1,
See ’969 Patent Claim 2.
further comprising
selecting the at least one
advertisement based upon a
least one of user profile
data and user preference
data.
Claim 10
10. The method of claim 1,
further comprising
selecting the search results
based upon at least one of
user profile data and user
preference data.

See ’065 Patent Claim 1[b].

Claim 12
12. A method for operating
a data processing device of
a user to receive
advertisements via a
communications link from
an advertising machine
implemented on at least
one computer, the method
comprising:

See Claim 1[preamble].

[a] based upon interaction
with the user, creating a
search request that includes
a search argument;

See Claim 1[a].

[b] transmitting to the
advertising machine via the

See Claim 1[a].

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communications link the
search request that includes
the search argument;
[c] receiving search results
and at least one
advertisement via the
communications link from
the advertising machine,
the at least one
advertisement relating to
the search argument;

See Claim 1[d].

[d] displaying the search
results and the at least one
advertisement on a display
of the data processing
device;

See Claim 1[d].

[e] based upon interaction
with the user, receiving
search refinement input;

See Claim 1[e].

[f] transmitting the search
refinement input to the
advertising machine via the
communications link;

See Claim 1[e].

[g] receiving modified
search results and at least
one other advertisement
from the advertising
machine that are based
upon at least the search
refinement input; and

See Claim 1[h].

[h] displaying the modified
search results and the at
least one other
advertisement on the
display of the data
processing device.

See Claim 1[h].

Claim 14
14. The method of claim
12, wherein the search
refinement input comprises
at least one additional

See Claim 5.

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search argument.
Claim 15
15. The method of claim
12, wherein the search
refinement input comprises
additional search criteria.

See Claim 6.

Claim 16
16. The method of claim
12, wherein the at least one
advertisement includes a
link to a website
sponsoring the
advertisement.

See Claim 7.

Claim 17
17. The method of claim
12, further comprising:

See Claim 12.

[a] determining that the
user does not select the at
least one advertisement;
and

See Claim 8[a].

[b] transmitting the
indication that the user
does not select the at least
one advertisement to the
advertising machine via the
communications link.

See Claim 8[a].

Claim 18
18. The method of claim
12, further comprising:

See Claim 12.

[a] receiving user input to
indicate selection of the at
least one advertisement;
and

See ’970 Patent Claim 1[h].

[b] transmitting the
indication that the user
selects the at least one
advertisement to the
advertising machine via the
communications link.

See ’970 Patent Claim 1[h].

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Claim 1
1. A method for operating
an advertising machine
implemented on at least
one computer to provide
advertisements via a
communications link to a
data processing device of a
user, the method
comprising:

See ’970 Patent Claim 1[preamble].

[a] receiving from the data
processing device via the
communications link a
search request that includes
a search argument;

See ’970 Patent Claim 1[a].

[b] searching at least one
See ’970 Patent Claim 1[b].
database using the search
argument to produce search
results;
[c] selecting at least one
advertisement from an
advertisement database
based upon at least one of
the search argument and
the search results; and

See ’970 Patent Claim 1[c].

[d] transmitting the search
results together with the at
least one advertisement via
the communications link to
the data processing device
in a web page data format
that causes the data
processing device to
display the search results in
a first display portion of a
display of the data
processing device and to
display the at least one
advertisement in a second
display portion of the
display of the data

See ’970 Patent Claim 1[d], ’969 Patent Claim 6.

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processing device.
Claim 2
2. The method of claim 1,
wherein the at least one
advertisement includes a
link to a website
sponsoring the
advertisement.

See ’178 Patent Claim 7.

Claim 4
4. The method of claim 1,
further comprising
updating a home web page
to include the at least one
advertisement.

On information and belief, AdaptX performed the method of claim
1, further comprising updating a home web page to include the at
least one advertisement.
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B2 & B3

Claim 5
5. The method of claim 1,
wherein the search results
and the at least one
advertisement are included
in a web page transmitted
to the data processing
device via the
communications link.

See Claim 1[d].

Claim 6
6. The method of claim 1,
wherein the at least one
computer is operated by a
search engine provider.

See Claim 1[preamble].
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B1

Claim 7
7. The method of claim 1,
further comprising
compiling user profile data
for the user based upon at
least the search term.

See ’969 Patent Claim 3.

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Claim 8
8. The method of claim 1,
further comprising:

See Claim 1.

[a] determining, via
communication with the
data processing device that
the user does not select the
at least one advertisement;
and

See ’970 Patent Claim 10[h].

[b] using the determination
that the user does not select
the at least one
advertisement in
subsequent advertisement
selection operations.

See ’970 Patent Claims 11, 12, 13; ’178 Patent Claim 8.

Claim 9
9. A method for operating a See Claim 1[preamble].
data processing device of a
user to receive
advertisements via a
communications link from
an advertising machine
implemented on at least
one computer, the method
comprising:
[a] based upon interaction
with the user, creating a
search request that includes
a search argument;

See Claim 1[a].

[b] transmitting to the
advertising machine via the
communications link the
search request that includes
the search argument;

See Claim 1[a].

[c] receiving search results
and at least one
advertisement via the
communications link from
the advertising machine,
the at least one
advertisement relating to

See Claim 1[d].

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the search argument;
[d] displaying the search
results in a first display
portion of a display of the
data processing device; and

See Claim 1[d].

[e] displaying the at least
one advertisement in a
second display portion of
the display of the data
processing device.

See Claim 1[d].

Claim 10
10. The method of claim 9,
wherein the at least one
advertisement includes a
link to a website
sponsoring the
advertisement.

See Claim 2.

Claim 11
11. The method of claim 9,
wherein the search results
and the at least one
advertisement are included
in a web page received
from the advertising
machine via the
communications link.

See Claim 5.

Claim 12
12. The method of claim 9,
further comprising
transmitting user
preference data to the
advertising machine via the
communications interface.

See ’245 Patent Claim 1[a, b].

Claim 13
13. The method of claim 9,
further comprising:

See Claim 9.

[a] determining, via
communication with the
data processing device that

See Claim 8[a].

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the user does not select the
at least one advertisement;
and
[b] using the determination
that the user does not select
the at least one
advertisement in
subsequent advertisement
selection operations.

See Claim 8[b].

Claim 14
14. An advertising machine
implemented on at least
one computer and operable
to provide advertisements
via a communications link
to a data processing device
of a user, the advertising
machine comprising:

See Claim 1[preamble].

[a] a communications
interface operable to
interface with the data
processing device of the
user via the
communications link;

See Claim 1[a].

[b] a database search
engine operable to:

See Claim 1[b].

[c] receive from the data
processing device via the
communications link a
search request that includes
a search argument; and

See Claim 1[a].

[d] search at least one
See Claim 1[b].
database using the search
argument to produce search
results;
[e] an associative search
engine operable to select at
least one advertisement
from an advertisement
database based upon at
least one of the search

See Claim 1[c].

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argument and the search
results; and
[f] the advertising machine
operable to transmit the
search results together with
the at least one
advertisement via the
communications link to the
data processing device in a
web page data format that
causes the data processing
device to display the search
results in a first display
portion of a display of the
data processing device and
to display the at least one
advertisement in a second
display portion of the
display of the data
processing device.

See Claim 1[d].

Claim 15
15. The advertising
machine of claim 14,
wherein the at least one
advertisement includes a
link to a website
sponsoring the
advertisement.

See Claim 2.

Claim 16
16. The advertising
machine of claim 14,
wherein the advertising
machine is further operable
to update an access
provider web page to
include the at least one
advertisement.

See Claim 4.

Claim 17
17. The advertising
machine of claim 14,
wherein the advertising

See Claim 4.

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machine is further operable
to update a home web page
to include the at least one
advertisement.
Claim 18
18. The advertising
machine of claim 14,
wherein the search results
and the at least one
advertisement are included
in a web page transmitted
to the data processing
device via the
communications link.

See Claim 5.

Claim 19
19. The advertising
machine of claim 14,
wherein the advertising
machine forms at least a
portion of a search engine.

See Claim 6.

Claim 20
20. The advertising
machine of claim 14,
wherein the advertising
machine is further operable
to compile user profile data
for the user based upon at
least the search term.

See Claim 7.

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Claim 1
1. A method for operating
an advertising machine
implemented on at least
one computer to provide
advertisements via a
communications link to a
data processing device of a
user, the method
comprising:

See ’245 Patent Claim 1[preamble].

[a] creating user profile
data for the user;

See ’245 Patent Claim 1[b].

[b] storing the user profile
data;

See ’245 Patent Claim 1[b].
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

[c] receiving from the data
processing device via the
communications link a
search request that includes
a search argument;

See ’245 Patent Claim 1[c].

[d] searching at least one
database having data
network related
information using the
search argument to
generate search results;

See ’245 Patent Claim 1[d].

[e] selecting at least one
advertisement from an
advertisement database
relating to the search
argument using the user
profile data; and

See ’245 Patent Claim 1[e].

[f] transmitting the search
results together with the at
least one advertisement via
the communications link to

See ’245 Patent Claim 1[f].

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the data processing device.
Claim 2
2. The method of claim 1,
wherein the user profile
data includes prior
purchasing information
regarding the user.

ADAPT/X practiced the method of claim 1, wherein the user
profile data includes prior purchasing information regarding the
userr advertising on a computer network in which advertisements.
See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4

Claim 3
3. The method of claim 1,
See Claim 1[b].
wherein storing the user
profile data comprises
storing the user profile data
in a user profile database of
the advertising machine.
Claim 4
4. The method of claim 1,
wherein storing the user
profile data comprises
storing the user profile data
on the data processing
device.

ADAPT/X practiced the method of claim 1, wherein storing the
user profile data comprises storing the user profile data on the data
processing device. See, e.g.:
NAQVI WO, p. 3 – “It is a further object of the present invention to
provide a method and system for advertising on a computer
network in which advertisements are more focused and
targeted, for example, by user queries and user profiles,
including the past history of the user's interactions with
the system.”
NAQVI WO, p. 5 - “When the user requests a certain page or a
certain topic of information, the relevant pages are retrieved from
the computer network and shown to the user. The present
invention, upon receiving the user's request, retrieves
advertisements that are related to the user's action, dynamically

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mixes the advertisements with the content of the pages according
to a particular layout, and displays the pages with focused, targeted
advertisements as a part of the page. The advertisements can be
made to satisfy a set of constraints requested by the advertiser, as
well as the constraints of the publisher of the page, as further
discussed below.
The advertisement triggering mechanism of the present
invention is not random or coincidental, but rather, is
prespecified in advance. This specification will be
referred to in this application as a contract. A contract
specifies the marketing rules that link advertisements with
20 specific queries. For example, a diet soft drink
advertisement may be shown when a user asks for a page
about exercising equipment. These rules are specified by
advertisers implementing the concept of "focus" or
"relevance" of advertisements and help the advertisers to
25 target a specific audience. Owners of pages specify the
focus content of their pages through special tags within a
page. These tags are not displayed to the information
consumer; the tags are used to decide what advertisement
can be shown when the page is requested by a consumer.””
NAQVI WO, p. 20 – “During the computation of the advertisements
and all the other computations that the system of the present
5 invention performs, a logging module 22 of the system
performs extensive logging of what the user has asked, what
advertisements were shown, how long the advertisements were
shown, and which advertisements were shown to which user.
The logging module 22 then stores these logs in a SYS logs
10 database 23. Various scanned reports can be produced and
defined using the information in the SYS logs database 23.”
NAQVI WO, p. 26-27 – “The "focus" arrows 43 shown in Fig. 2
indicate that a certain focus is associated with each category. The
query
may have been directed to a category of listings or a particular
vendor. In both cases there is a "focus"
associated with the content of the query (e.g.,
automobiles, physicians, lawyers, etc.). In addition,
there may be a focus associated with the geographic
5 location of the user to permit advertisers to target users
in particular geographic regions. The focus process plays
a major part in the present invention. No advertisements
are shown unless it can be determined that the
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advertisements are in some way focused or related to the
10 content of what the user requested.”
NAQVI WO, p. 40 – “The user may also be asked to provide certain
demographic or profile information. For instance, the user
can require that his advertisement be shown only to people
in age group 30 to 40 or only to people living in
Morristown, NJ or any other geographic location. The last
item that the user is asked to specify is the contract.
The various contracts available to the advertiser are
explained above. When the user is finished entering all of
this information, the system updates the ad info database
3 0 ( step 115 ) .”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4
Claim 5
5. The method of claim 1,
wherein the user profile
data is based upon prior
search history of the user.

See ’245 Patent Claim 7.

Claim 6
6. The method of claim 1,
wherein the user profile
data is based upon user
interests selected from the
group consisting of social
interests, family interests,
political interests,
technological interests,
geographical interests,
environmental interests,
and educational interests.

ADAPT/X practiced the method of claim 1, wherein the user profile
data is based upon user interests selected from the group consisting
of social interests, family interests, political interests,
technological interests, geographical interests, environmental
interests, and educational interests. See, e.g.:
NAQVI WO, p. 26-27 – “The "focus" arrows 43 shown in Fig. 2
indicate that a certain focus is associated with each category. The
query may have been directed to a category of listings or a
particular vendor. In both cases there is a "focus"
associated with the content of the query (e.g.,
automobiles, physicians, lawyers, etc.). In addition,
there may be a focus associated with the geographic
5 location of the user to permit advertisers to target users
in particular geographic regions. The focus process plays
a major part in the present invention. No advertisements
are shown unless it can be determined that the
advertisements are in some way focused or related to the

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10 content of what the user requested.”
NAQVI WO, p. 40 – “The user may also be asked to provide certain
demographic or profile information. For instance, the user
can require that his advertisement be shown only to people
in age group 30 to 40 or only to people living in
Morristown, NJ or any other geographic location. The last
item that the user is asked to specify is the contract.
The various contracts available to the advertiser are
explained above. When the user is finished entering all of
this information, the system updates the ad info database
3 0 ( step 115 ) .”
To the extent this reference does not teach this claim element, this
reference in combination with the knowledge of one of ordinary
skill in the art renders this claim element obvious. See, e.g.:
Table B4
Claim 7
7. The method of claim 1,
further comprising
updating the user profile
data based upon the search
argument.

See ’969 Patent Claim 3.

Claim 8
8. The method of claim 1,
See Claim 1[a, b].
further comprising
updating the user profile
data using data obtained via
interaction with the data
processing device.
Claim 9
9. The method of claim 1,
further comprising sorting
the search results based
upon the user profile data.

See ’245 Patent Claim 3.

Claim 10
10. The method of claim 1,
wherein searching at least
one database having data
network related

See ’969 Patent Claim 1[b, c].

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information using the
search argument to
generate search results and
selecting at least one
advertisement from an
advertisement database
relating to the search
argument using the user
profile data comprise
accessing distinct differing
databases.
Claim 11
11. A method for operating
a data processing device of
a user to receive
advertisements via a
communications link from
an advertising machine
implemented on at least
one computer, the method
comprising:

See Claim 1[preamble].

[a] interacting with the
See Claim 1[a].
advertising machine via the
communications link to
provide information used to
create user profile data for
the user;
[b] transmitting to the
advertising machine via the
communications link a
search request that includes
a search argument;

See Claim 1[c].

[c] receiving search results
and at least one
advertisement via the
communications link from
the advertising machine;

See Claim 1[f].

[d] the search results
obtained from at least one
database having data
network related
information based upon the

See Claim 1[d].

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search argument; and
[e] the at least one
advertisement obtained
from at least one database
having advertisement
information based upon the
search argument and the
user profile data.

See Claim 1[e].

Claim 12
12. The method of claim
11, wherein the user profile
data is based upon prior
purchasing information
regarding the user.

See Claim 2.

Claim 13
13. The method of claim
11, further comprising
storing the user profile data
on the data processing
device.

See Claim 4.

Claim 14
14. The method of claim
11, wherein the user profile
data is based upon prior
search history of the user.

See Claim 5.

Claim 15
15. The method of claim
11, wherein the user profile
data is based upon user
interests selected from the
group consisting of social
interests, family interests,
political interests,
technological interests,
geographical interests,
environmental interests,
and educational interests.

See Claim 6.

Claim 16
16. The method of claim

See Claim 7.

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11, further comprising
updating the user profile
data based upon the search
argument.
Claim 17
17. The method of claim
11, further comprising
updating the user profile
data using data created via
interaction with the
advertising machine.

See Claim 8.

Claim 18
18. The method of claim
11, wherein the search
results have been sorted
based upon the user profile
data.

See Claim 9.

Claim 19
19. The method of claim
11, wherein the search
results and the at least one
advertisement comprise:

See Claim 11.

[a] search results obtained
from at least one database
that stores network related
information; and

See Claim 10.

[b] the at least one
See Claim 10.
advertisement was obtained
from at least one differing
database that stores
advertisement information.
Claim 20
20. An advertising machine
implemented on at least
one computer and operable
to provide advertisements
via a communications link
to a data processing device
of a user, the advertising
machine comprising:

See Claim 1[preamble].

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[a] a communications
interface operable to
interface with the data
processing device of the
user via the
communications link;

See Claim 1[c].

[b] a database search
engine operable to:

See Claim 1[d].

[c] receive from the data
processing device via the
communications interface a
search request that includes
a search argument; and

See Claim 1[c].

[d] search at least one
database having data
network related
information using the
search argument to
generate search results;

See Claim 1[d].

[e] an associative search
engine operable to:

See Claim 1[e].

[f] create user profile data
for the user;

See Claim 1[a].

[g] store the user profile
data; and

See Claim 1[b].

[h] select at least one
advertisement from an
advertisement database
relating to the search
argument using the user
profile data; and

See Claim 1[e].

[i] the advertising machine
operable to transmit the
search results together with
the at least one
advertisement via the
communications link to the
data processing device.

See Claim 1[f].

Claim 21
21. The advertising

See Claim 2.

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machine of claim 20,
wherein the user profile
data includes prior
purchasing information
regarding the user.
Claim 22
22. The advertising
See Claim 3.
machine of clam 20,
wherein the associative
search engine is operable to
store the user profile data
in a user profile database of
the advertising machine.
Claim 23
23. The advertising
See Claim 4.
machine of claim 20,
wherein the associative
search engine is operable to
transmit the user profile
data via the
communications interface
to the data processing
device for storage.
Claim 24
24. The advertising
machine of claim 20,
wherein the user profile
data is based upon prior
search history of the user.

See Claim 5.

Claim 25
25. The advertising
machine of claim 20,
wherein the user profile
data is based upon user
interests selected from the
group consisting of social
interests, family interests,
political interests,
technological interests,
geographical interests,
environmental interests,

See Claim 6.

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and educational interests.
Claim 26
26. The advertising
See Claim 7.
machine of claim 20,
wherein the associate
search engine is operable to
update the user profile data
based upon the search
argument.
Claim 28
28. The advertising
machine of claim 20,
wherein the at least one
database having data
network related
information and the
advertisement database
comprise distinct differing
databases.

See Claim 10.

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