Rockstar Consortium US LP et al v. Google Inc

Filing 208

Unopposed MOTION for Issuance of Letters Rogatory to Kshitij Bhatia by Google Inc. (Attachments: # 1 Exhibit A, # 2 Affidavit Declaration of Michelle Ernst, # 3 Exhibit 1, # 4 Exhibit 2, # 5 Exhibit 3, # 6 Exhibit 4, # 7 Exhibit 5, # 8 Exhibit 6, # 9 Exhibit 7, # 10 Exhibit 8, # 11 Exhibit 9, # 12 Exhibit 10, # 13 Exhibit 11, # 14 Text of Proposed Order)(Perlson, David)

EXHIBIT 4

US007236969B1

(12) United States Patent
(12)

(10) Patent N0.:
US 7,236,969 B1
(45) Date of Patent:
Jun. 26, 2007

Skillen et al.
(54)
(54)

ASSOCIATIVE SEARCH ENGINE

Local Web advertisement through dynamic active proxy Jing Deng;
Chi-Hung Chi; Multimedia and Expo, 2000. ICME 2000. 2000
IEEE International conference on vol. 2, Jul. 30-Aug. 2, 2000 pp.
2*
1183-1186 vol. 2.*
connecting
Hybrid gateway advertisement scheme for cormecting mobile ad
hoc networks to the Internet Jeongkeun Lee; Dongkyun Kim;
Garcia-Luna-Aceves, J.J.; Yanghee Choi; Jihyuk Choi; Sangwoo
Nam; Vehicular Technology Conference, 2003. VTC 2003-Spring.
The 57th IEEE Semiannual vol. 1, Apr. 22-25, 2003 pp. 191-195
vol. 1.*
An intelligent agent for Web advertisements; Ng, V.; Kwan-Ho
Mok; Cooperative Database Systems for Advanced Applications,
2001. CODAS 2001. The Proceedings of the Third International
Symposium on Apr. 23-24, 2001 pp. 102-109.*

(75) Inventors: Richard Prescott Skillen, Mississauga
(CA); Frederick Caldwell Livermore,
Stittsville (CA)

(73) Assignee: Nortel Networks Limited, St. Laurent,
(73)
Quebec (CA)
Quebec (CA)

(*)
( * ) Notice:

Subject to any disclaimer, the term of this
patent is extended or adjusted under 35
U.S.C. 154(b) by 0 days.

Appl. No.: 09/351,747
(21) Appl. No.: 09/351,747
(22)
(22) Filed:

* cited by examiner

Jul. 8, 1999

Examiner-David
Primary Examiner—David Jung
FirmiGarlick
(74) Attorney, Agent, or Firm—Garlick Harrison &
Markison; Bruce E. Garlick

(51)
(51) Int. Cl.
(52)
(52)
(58)
(58)

G06F 17/00
(2006.01)
U.S. Cl. .......................... .. 707/3; 707/104.1; 707/6
US.
Field of Classi?cation Search ........... .. 707/1-206
Classification
707/ 1-206
See application file for complete search history.
?le

(56)
(56)

(57)
(57)

This invention relates to an advertisement machine which
provides advertisements to a user searching for desired
information within a data network. The machine receives,
from a user, a search request including a search argument
corresponding to the desired information and searches,

References Cited
FOREIGN PATENT DOCUMENTS

EP

0749081 Al *

EP

5/1996

?rst
based upon the received search argument, a first database
having data network related information to generate search
results. It also correlating the received search argument to a
particular advertisement in a second database having adveradver
tisement related information. The search results together

OTHER PUBLICATIONS
dpls.dacc.wisc.edu/pubs/Newsletters/oct96news.htm1.*
dpls.dacc .wisc .edu/pubs/Newsletters/oct96news.htrnl .*
http://searchenginewatch.com/sereport/article.php/2205961.*
http:// searchenginewatchcom/ sereport/articlephp/2205961 .*
searchenginewatch.com/serepo1t/a1ticle.php/2205971
http:// searchenginewatchcom/ sereport/articlephp/2205971 .*

with the particular advertisement are provided by the
machine to the user.

http1//searchenginewatch.com/serepoit/a1ticle.php/2153741.*
http://searchenginewatch.com/sereport/articlephp/Z153741.*
adwords. goo gle.com/ select/ advantageshtml .*
gle.com/select/advantages.html
en.wikipedia.org/wiki/ Sergey_Brin . *
SergeyiBrin
en.wikipedia.org/wiki/Goo gle_Inc .*
en.wikipedia.org/wiki/Googleilnc

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ABSTRACT
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23 Claims, 1 Drawing Sheet

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US 7,236,969 B1
1

2

ASSOCIATIVE SEARCH ENGINE

desired information within a data network, comprising;
Within
netWork,
includ
means for receiving, from the user, a search request includinfor
CROSS-REFERENCE TO RELATED
ing a search argument corresponding to the desired inforAPPLICATION
mation; means for searching, based upon the received search
?rst
netWork
argument, a first database having data network related
The present application claims priority pursuant to 35
information to generate search results; means for correlating
the received search argument to a particular advertisement in
U.S.C. Sec. 120 to U.S. Regular application Ser. No. 08/798,
747, filed Feb. 13, 1997, pending, Which is hereby incorpowhich
a second database having advertisement related information;
?led
incorpo
rated herein by reference in its entirety.
With
and means for providing the search results together with the
particular advertisement to the user.
BACKGROUND OF THE INVENTION
According to a fourth broad aspect, the invention provides
Within
a system for searching for desired information within a data
The invention generally relates to search engines and, in
network, comprising: means for receiving, from a user, a
netWork,
particular, to an associative search methodology, based on a
search request including a search argument corresponding to
contextual search engine, for retrieving related information.
the desired information; means for searching, based upon
The Intemet provides an excellent vehicle for access to
Internet
the received search argument and user profile data, a datapro?le
data
information about goods and services on a global basis. In
base of information to generate a search result; and means
theory, anyone can access information about any product. In
for providing the search results to the user.
practice, the problem is one of ?nding the correct informa
finding
informapro
Conventional search engines, for example OpenText, protion. Many techniques for solving this problem are known, 20 vide a basis on which the methodology according to this
knoWn,
Which
including: indexing systems such as Yahoo, graphical elecelec
invention may be implemented. In a particular embodiment,
tronic malls, hall of malls, directories, and text search
includ
the invention is manifested by an advertising system includengines, such as OpenText. These techniques and tools for
ing an associative search engine that may be tied into and
searching and retrieving information, in their present form,
form an integral part of the conventional search engine.
can inundate the user With large amounts of unwanted 25
unWanted
with
When an end user accesses the conventional search engine,
material.
the associative engine of the selling system examines the
This later problem can be alleviated somewhat by
someWhat
user’s choices and search instructions, that have been input
enabling the user to provide search statements as a set of
by the user, and formulates the necessary strategy and tactics

criteria Which are combined With logical operators, such as
which
with
‘AND’, ‘OR’ and ‘NOT’ operators. However, many probHoWever,
prob
lems still exist With this. One of them is that the user is left
with
to his/her own imagination to try to think of all the alteroWn
alter
native descriptions (i.e. keywords) of a product or service.
As search engines and techniques become ever more powpoW
erful in the number and diversity of databases they can
access, the amount of information which it is possible to
Which
present to a user can quickly become excessively large. The
find
problem or opportunity still remains to quickly ?nd the
relevant information for which the user is looking.
Which

30

35

40

SUMMARY OF THE INVENTION
It is an object of the present invention to provide a new
neW
and improved associative search methodology for retrieving
related information.
The invention, therefore, according to a ?rst broad aspect
first
provides a method of providing advertisements to a user
within
network,
searching for desired information Within a data netWork,
comprising the steps of: receiving, from the user, a search
request including a search argument corresponding to the
desired information; searching, based upon the received
search argument, a first database having data network related
?rst
netWork
information to generate search results; correlating the
received search argument to a particular advertisement in a
second database having advertisement related information,
with
and providing the search results together With the particular
advertisement to the user.
According to a second broad aspect, the invention propro
vides a method of searching for desired information Within
within
network,
a data netWork, comprising the steps of: receiving, from a
user, a search request including a search argument correcorre
sponding to the desired information; searching, based upon
profile
datathe received search argument and user pro?le data, a data
base of information to generate a search result; and providprovid
ing the search results to the user.
According to a third broad aspect, the invention provides
a system for providing advertisements to a user searching for

45

50

55

60

65

offer
Would
to oifer products that would appeal to the end user based on
his/her inputs and choices up until that point in the search.
Since the process is dynamic the strategy and tactics can be
continually refined and the results presented to the end user
re?ned
in a predictive order and fashion that relates to that end
user’s past preferences (either for the immediate search
underway or including all prior search data stored for that
underWay
user) and a contextual database. This eifectively provides
effectively
unobtrusive, related and useful data and options to the end
user who is searching for information. The processor used
Who
for the advertising and selling mechanism can be a part of or
intercomiected with the search engine.
interconnected With
Some examples will illustrate how this invention can have
Will
hoW
high value to an end user. An end user’s profile data may
pro?le
contain such information as the make, model and year of
automobile he/she owns or leases. When tires are needed,
oWns
the manufacturers recommended tire types and options may
be considered as sort criteria provided within a contextual
Within
database. Another example relates to when airline reservaWhen
reserva
tions are being sought. All of a person’s preferences, which
Which
today are normally sorted one by one through a travel agent,
could be utilized by the advertising and selling mechanism
utiliZed
to provide the informed response.
In addition to the search criterion, as users interacts with
With
the advertising system, it will continue to compile preferWill
prefer
ence data (e.g. a list of keywords) for each user. All
(eg
keyWords)
preferences, for example, can be left in a type of default
mode or even presented to the user for him/her to edit and
re-prioritize in order to look for diversity or alternatives. The
re-prioritiZe
system can detect exceptions and contradictions so that the
end user can be shown immediately that some of the options
shoWn
would violate natural tendencies.
Would
Some of the search patterns or preferences will be keyed
Will
oif of natural interests also such as: social, family, political,
off
technological, geographical, enviromnental, educational and
environmental,
so on. Once these preferences are known, then an adverknoWn,
adver
tisement or a proposed customized product brochure can be
prepared.

US 7,236,969 B1
3

4

Internet.
the Intemet. Examples of the data processing device 12
include a personal computer (PC) or Macintosh executing an
ogy occurring in the emerging ubiquitous data world, such
World,
neW
as new software languages. One example is “Java”. Java is
appropriate browser application, such as, Netscape NavigabroWser
Naviga
Which
an environment that can be exported to an end users platform
enviromnent
tor which functions as an interface to the World Wide Web
to run an application Which may include graphics, moving
which
(WWW) of the Intemet. Functionality provided by the
Internet.
demonstrations, cartoon like explanations or even video.
advertising machine 10 may be implemented using an
environment
The Java like enviromnent could be used to customiZe With
customize with
appropriately programmed conventional data processing
more than name, it can be used to customiZe With detailed
customize with
server platform.
embodi
examples.
The advertising machine 10, in this particular embodiasso
One other opportunity presented to service providers is
ment, comprises a database search engine 16 and an assoWhich
the potential to create neW and better Ways to improve the
new
ways
ciative search engine 18 which may access a database 20
environment presented to end users of various classes by
enviromnent
having contextual data 22 and product data 24. The database
remembering What was eifective for a sale to occur. In this
what Was e?fective
search engine 18 is conventional technology, an example of
Which
Way,
way, key elements of a presentation or search that have
which is the OpenText engine that provides searches based
higher success can be put into a higher priority or category
on subject, strings, boolean, text, etc. Such input search
for further use and therefore more rapid development
arguments may be received from an end user via the data
through even more intense feedback due to subsequent use.
processing device 12 and data link 14 and, accordingly, the
e?fects
While this invention can be integrated With traditional
with
database search engine 16 eifects a search of the contextual
data 22 in the database 20 and returns results of the search
Internet search engines (such as Yahoo or Lycos), full
advantage can be obtained by integrating the invention With 20 to the end user, as a page displayed on the device 12. The
with
an Internet Access provider. An Internet Access Provider can
Intemet
Intemet
contextual database typically contains information relating
maintain a more complete user database. Customers are
to the Intemet, for instance, keywords associated with
Internet,
keyWords
With
localized, so individual databases will contain fewer users.
respective WWW site locations.
localiZed,
Will
feWer
This alloWs more database space to be allocated to each user.
With
allows
The associative search engine 18, in accordance with the
softWare algo
In addition, more detailed information can be maintained, 25 present invention, may contain rule based software algofuZZy
such as geographical location, type of home computer
rithms or non-precise techniques, such as, fuzzy logic that
system, and any additional information the user may choose
can correlate a search argument derived from the user and
to provide to the Internet Access Provider.
changes in the argument during a single session, to particular
This invention is also enhanced by advances in technol
technol-

It is anticipated that the Java environment will develop so
enviromnent Will
that it too Will learn and adapt. As a user continues to stop
will

presentations at certain points, scan, re-scan, look for further
input at certain points, abort a negotiation and so on at
certain points, then such points or logic routines could be
avoided or alternatives considered. The present invention
methproposes such a dynamic and relational preferences meth
odology in order to more rapidly and more eifectively couple
e?fectively
a user’s needs With product or service offerings.
with
oiferings.

30

35

It is also recogniZed that these techniques may be applied
recognized
to an educational enviromnent where, for example, a student
environment Where,
may be able to have an environment that is aurally enhanced,
enviromnent
another one that is visually enhanced, another one that is
textually enhanced and yet another that is anecdotally as
opporopposed to logically enhanced. There are many other oppor

40

tunities due to diiferent personal proclivities, strengths,
different
skills or disabilities.

45

BRIEF DESCRIPTION OF THE DRAWINGS
will
followThe invention Will be better understood from the folloW

ing detailed description of an advertising machine together
with
drawings,
which:
With reference to the accompanying draWings, in Which:

50

FIG. 1 is a schematic representation of the advertising
machine including an associative search engine; and
FIG. 2 is a schematic representation of the advertising
with
machine in combination With an Internet Access Service 55
provider.
DETAILED DESCRIPTION
Referring to FIG. 1, shoWn is an advertising machine, 60
shown
generally referenced by 10, together With a data processing
with
device 12 and a communications link 14 through which the
Which
with
device 12 interacts With the advertising machine 10. The
communications link 14 may be provided by a global data
network,
netWork, typically the Intemet, and the data processing 65
Internet,
device 12 may be any conventional hardware/software com
hardWare/softWare combination supporting functionality for communications over

Within
product data within the product database 24. The associative
search engine 18 selects the most logical product from its
available data 24 and then provides an advertisement insert
that is added to the end user’s search page, in an attempt to
present the end user with the product that is closest to the
With
need as determined by the associative search engine 18 of
the selling machine 10.
In operation, for example, the process eifected when an
e?fected When
end user at the device 12 accesses the advertising machine
10 is as follows.
1) The end user device 12 sends a search request outlining
the search argument to the database search engine 16.
2) The search engine 16, having carried out a traditional
search of Intemet related information in the contextual data
Internet
22, passes the argument and results of the its search to the
associative search engine 18 which then looks for a match in
Which
the product data 24 of the database 20. The associative
search engine 18 may determine a logical product fit to the
?t
initial search argument, or it may create a logical tree
analysis of possible product fits and selects a probable best
?ts
product for an advertisement window to be displayed with
WindoW
With
the search results.
3) The associative engine 18 passes the data of the
selected product to the search engine 16 which in tum
Which
turn
provides the results of the search against the given argument
together with the initial product advertisement to the device
With
12 for displaying to the end user.
4) The end user refines his or her search by either clicking
re?nes
on a displayed result or refining their search through addire?ning
addi
tional arguments or search criteria.
5) The associative search engine 18 and the database
search engine 16 again work together in providing refined
Work
re?ned
data as in (2) above. In the case of the end user clicking on
(i.e., selecting) a specific search result, the associative search
speci?c
engine 18 further refines its logical tree strategy and selects
re?nes
the probable best fit product and generates an advertisement.
?t
6) The end user search results advertisement window is
WindoW
continually updated on each selection or refinement using a
re?nement
technology such as Java providing the end user with a
With

US 7,236,969 B1
6

5

consid
e?fected When
continually updated product advertisement that is considIn operation, for example, the process eifected when an
Internet
fit)
end user at the device 12 accesses the Intemet through
ered to be most relevant (best ?t) at that point in the search.
In addition, failure of the end user to click on the advertiseaccess provider site 32 is as follows.
advertise
ment is used as a criterion in the logical tree in providing the
1) The end users access the search engine 44, provided as
appropriate advertisement.
a basic service by the access provider, and requests a search
outlining the search argument.
7) Once the end user clicks on (selects) the advertisement
2) The search engine 44 passes the argument and results
displayed on the device 12, an appropriate message is sent
of its search in database 46 to the associative search engine
to the advertising machine 10 and, in particular, to the
Which
40 which looks for a match in the product database 42
associative search engine 18 Which may automatically con
which
con?t
argu
determining a logical product fit to the initial search argunect the end user to the seller of the product, for instance, by
ment. The associative search engine 40 creates a logical tree
forwarding the broWser of the end user device 12 to the
browser
?ts,
analysis of possible product fits, and selects or creates a
WWW site address of the seller. In the product data 24 for
probable best product advertisement for the advertisement
this seller, the associative search engine may record that this
WindoW
window on the search results. In this case, the associative
transaction occurred, in order that a toll for bringing a buyer
utiliZe
pro?le
search engine 40 also can utilize the maintained profile on
and seller together may be extracted.
the end user from past search sessions and/or historical data
Moreover, user pro?le data may be maintained on end
profile
gathered on their buying habits, in the product selection
user device 12 and accessed by the associative search engine
processing. The associative search engine correlates the
18. The profile data contains, for example, end user preferpro?le
prefer
pro?le
Which
user’s identity to data in the user profile database 48 which
ences and previous search arguments Which may be used to
which
With
it maintains and updates with data (e.g., search argument
With
augment the individual search arguments received with the
With
ses
received with search request) from the current search ses?t
search request to select a best fit product advertisement. The
sion.
associative search engine 18 retrieves and updates the pro?le
profile
With
3) The search engine 44 provides the end user with the
data on the device 12, using appropriate messages
results of the search against the given argument including
exchanged over the communications link 14. For example,
25 the initial product advertisement from the associative search
the search arguments from the current search session may be
engine 40. The results and advertisement are displayed by
pro?le
added to the user profile data.
end user device 12.
Turning
Tuming to the system illustrated in FIG. 2, the advertising
re?nes
4) The end user refines his/her search by either clicking on
machine 30 (similar to the machine 10 in FIG. 1) is
integrated as part of the functionality embodied at an InterInter
net access provider equipment site 32 Which typically
which
network
includes a telephone netWork terminating equipment 34, a
which
router 36 through Which TCP/IP packets are transmitted to
Intemet,
which
and received from the Internet, and a server 38 Which in
general controls operation and couples data calls terminated
by equipment 34 to router 36. The link 39 represents a data
network
call established through the telephone netWork to the access
provider site 32.
The associative search engine 40 of machine 30 contains
software algorithms or non-precise techniques, such as,
softWare
fuzzy logic that correlates a search argument derived from
fuZZy
the user and changes in the argument during a single session
with the product database 42 Whereby the most logical
whereby
With
product from its available list may be selected. It then
provides an advertisement insert that is added to the end
with
user’s search page in an attempt to oifer the end user With the
offer
product that is closest to the need as determined by the
associative search engine 40.
The access provider site 32, incorporating the advertising
machine 30, is the sole channel available to the end user for
accessing the Internet. When an end user carries out a search
Intemet.
using the search engine 44 and clicks on (selects) a speci?c
specific
result or chooses an altemate information site address, the
alternate
information is passed to the associative search engine 40 of
with
that access provider 32. Thus, not only the page With the
search results but also the home page of the access provider
can be updated with the appropriate advertisement Which is
which
With
selected by the associative search engine 40 from the
product database 42. In addition, since the data processing
device 12 of the end user is connected through the access
provider site 32 for all destinations Within the Internet, a
within
Intemet,
profile
comprehensive user pro?le database 48 may be maintained
by the associative search engine 40, about the end users
which
preferences and previous search arguments Which may be
used to augment the individual search argument received
with the search request to select a best fit product adver
adverWith
?t
tisement.

35

a result, or refining their search through additional argure?ning
argu
ments or search criteria.
5) The associative search engine 40 and the database
search engine 44 again work together in providing refined
Work
re?ned
data as in (2) above. In the case of the end user clicking on
(selecting) a specific search result the associative search
speci?c
engine 40 further refines its logical tree strategy and selects
re?nes
the probable best fit product and generates an advertisement.
?t
6) The end user device 12 search results advertisement
window is continually updated on each selection or refineWindoW
re?ne
ment using a technology such as Java, providing the end user

40

with a continually updated product advertisement that is
With
considered to be most relevant (best fit) at that point in the
?t)
search. In addition, failure of the end user to click on the
advertisement is used as a criterion in the logical tree in
providing the appropriate advertisement. The access providprovid
45 er’s home page sent to the end user can also contain a
specialized advertisement constructed from the end user’s
specialiZed
profile data (e.g., searches and/or buying habits).
pro?le
7) Once the end user is led to click on the advertisement,
the associative search engine 40 of the selling machine 30
50 takes control and connects the potential buyer to the WWW
site of the seller of the product, thereby exacting a toll for the
transaction of bringing a buyer and seller together.
Those skilled in the art will recognize that various modiWill recogniZe
modi
fications and changes could be made to the invention with?cations
With
55 out departing from the spirit and scope thereof. It should
therefore be understood that the claims are not to be concon
sidered as being limited to the precise embodiments of the
selling machine set forth above, in the absence of specific
speci?c
limitations directed to each embodiment.
60

The invention claimed is:
1. A method of providing advertisements to a user searchsearch
ing for desired information within a data network, comprisWithin
netWork, compris
ing the steps of:
receiving, from the user, a search request including a
65
search argument corresponding to the desired informainforma
tion;
tion;

US 7,236,969 B1
8

7

Wherein
searching, based upon the received search argument, a
11. A method as claimed in claim 10, wherein the user
?rst
first database having data network related information
pro?le
profile data is based partially upon previous search results
to generate search results;
for the user.
correlating the received search argument to a particular
Wherein
12. A method as claimed in claim 11, wherein the user
advertisement in a second database having advertise
advertisepro?le
speci?ed
profile data includes user specified preferences.
ment related information; and
Wherein
13. A method as claimed in claim 8, wherein the step of
With
providing the search results together with the particular
providing the search results and the particular advertisement
advertisement to the user.
to the user includes displaying the search results as a page
2. A method as claimed in claim 1, Wherein the step of
wherein
on a data processing device and the particular advertisement
correlating the received search argument to the particular
as an insert on the page.
advertisement including selecting the particular advertise
advertiseWherein
14. A method as claimed in claim 8, wherein the step of
pro?le
ment based on the received search argument and user profile
correlating the received search argument to a particular
data.
advertisement in the second database is performed by the
3. A method as claimed in claim 2, Wherein the user
wherein
client computer.
pro?le
profile data includes selections of the user from previous
search arguments.
Wherein:
15. A method as claimed in claim 8, wherein:
4. A method as claimed in claim 3, Wherein the user
wherein
the server computer is a database search engine computer;
pro?le
profile data includes selections of the user from previous
and
search results.
20
the client computer is an access provider computer.
5. A method as claimed in claim 4, Wherein the user
wherein
Wherein:
16. A method as claimed in claim 8, wherein:
pro?le
speci?ed
profile data includes user specified preferences.
the server computer is a database search engine computer;
6. A method as claimed in claim 1, wherein the step of
Wherein
and
providing the search results and the particular advertisement
to the user includes displaying the search results as a page 25
com
the client computer is an associate search engine comon a data processing device and the particular advertisement
puter.
as an insert on the page.
17. An advertising machine for providing advertisements
7. A system for providing advertisements to a user search
searchWithin
to a user searching for desired information within a data

ing for desired information within a data network, comprisWithin
netWork, compris

ing:
means for receiving, from the user a search request
including a search argument corresponding to the
desired information;
means for searching, based upon the received search
argument, a first database having data network related
?rst
netWork
information to generate search results;
means for correlating the received search argument to a
particular advertisement in a second database having
advertisement related information; and
means for providing the search results together with the
With
particular advertisement to the user.
8. A method of providing advertisements to a user search
searching for desired information within a data network, comprisWithin
netWork, compris
ing the steps of:
receiving, at a server, a search request sent from a user, the
search request including a search argument correspondcorrespond
ing to the desired information;
searching, by the server computer based upon the received
search argument, a first database to generate search
?rst
results, the first database having data network related
?rst
netWork
information and being contained on the server comcom
puter;
correlating the received search argument to a particular
advertisement in a second database having advertise
advertisement related information, the second database concon
tained on a client computer; and
providing the search results together with the particular
With
advertisement to the user.
wherein
9. A method as claimed in claim 8, Wherein the step of
correlating the received search argument to the particular
advertiseadvertisement includes selecting the particular advertise
ment based on the received search argument and user profile
pro?le
data.
wherein
10. A method as claimed in claim 9, Wherein the user
profile data is based partially upon previous search argupro?le
argu
ments of the user.

30

35

40

45

55

60

65

network, the advertising machine comprising:
netWork,
netWork
a server computer 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;
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
?rst
search results, the first database having data network
?rst
netWork
related information and being contained on the server
computer;
an associative search engine coupled to the server comcom
puter 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
the server computer providing the search results together
with the particular advertisement to the user.
With
18. The advertising machine of claim 17, wherein the
Wherein
associative search engine selects the particular advertiseadvertise
ment based on the received search argument and user profile
pro?le
data.
19. The advertising machine of claim 18, wherein the user
Wherein
profile data is based partially upon previous search argupro?le
argu
ments of the user.
20. The advertising machine of claim 18, wherein the user
Wherein
profile data is based partially upon previous search results
pro?le
for the user.
21. The advertising machine of claim 18, wherein the user
Wherein
profile data includes user specified preferences.
pro?le
speci?ed
22. An advertising machine coupled to a data network for
netWork
providing advertisements to a user, the advertising machine
comprising:
a server computer coupled to the data network that
netWork
receives a search request from the user, the search
request including a search argument corresponding to
the desired information;

US 7,236,969 B1

9
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
?rst

10
Whether
advertise
the server computer determining whether the advertisement was successful; and
Was

cor
the server computer altering criteria for subsequent corfirst
search results, the ?rst database having data network
relations of received search arguments to the second
related information and being contained on the server 5
database.
computer;
an associative search engine coupled to the server comcom
Wherein
23. The advertising machine of claim 22, wherein the
puter that correlates the received search argument to a
associative search engine correlates the received search
particular advertisement in a second database having
10 argument to the particular advertisement based on the
advertisement related information, the second database 10
pro?le
received search argument and user profile data.
contained on a client computer;
the server computer providing the search results together
*
*
*
*
*
With the particular advertisement to the user;
with

UNITED STATES PATENT AND TRADEMARK OFFICE
UNITED STATES PATENT AND TRADEMARK OFFICE
CERTIFICATE OF CORRECTION
PATENT NO.
APPLICATION NO.
DATED
INVENTOR(S)

:
:
:
:

7,236,969 Bl
09/351747
June 26, 2007
Richard Prescott Skillen and Frederick Caldwell Livennore
Liverrnore

Page l of l
1
1

above-identi?ed
It is certified that error appears in the above-identified patent and that said Letters Patent is
hereby corrected as shown below:

The paragraph beginning at column 1, line 6-9 should read:

--The present application is a continuation of and claims priority pursuant to 35 U.S.C
USC
Sec. 120 to U.S. Regular Application Serial No. 08/798,747, filed February 13, 1997,
US.
?led
co-pending, issued as U.S. Patent No. 6,098,065 on August l, 2000, which is hereby
US.
1,
entirety.incorporated herein by reference in its entirety.--

Signed and Sealed this

Sixth Day of November, 2007

& Wgat
a Wall,”
JON W. DUDAS
Director ofthe United States Patent and Trademark Oflice
afthe
O?ice