Rockstar Consortium US LP et al v. Google Inc

Filing 209

Unopposed MOTION for Issuance of Letters Rogatory to Edouard Gueyffier 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 9

US007933883B2

(12) United States Patent

(10) Patent N0.:
(45) Date of Patent:

Skillen et al.

(54)

(56)

ASSOCIATIVE SEARCH ENGINE

US 7,933,883 B2
Apr. 26, 2011

References Cited
U.S. PATENT DOCUMENTS

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

5,283,731 A

2/1994 Lalonde et 31.

5,515,098 A *

5,589,892 A

5/1996

Carles ........................... .. 725/35

12/1996 Knee et :11.

5,659,732 A *
5,724,521 A *

Montreal (CA)

8/1997
3/1998

5,745,882 A

(73) Assignee: Nortel Networks Corporation,

Kirsch ................................ .. l/l
Declrick ........................ .. 705/26

4/1998 BiXler et :11.

5,751,956 A *

(*)

Notice:

5,987,446 A *

6/2001 Witek et a1.

Primary Examiner * Greta L Robinson

Assistant Examiner * Jeffrey Chang
(74) Attorney, Agent, or Firm * Garlick Harrison &

Oct. 18, 2007

Markison; Bruce E. Garlick

Related US. Application Data

(57)

(63)

Continuation of application No. 09/351,747, ?led on
Jul. 8, 1999, now Pat. No. 7,236,969, which is a
continuation of application No. 08/798,747, ?led on
Feb. 13, 1997, noW Pat. No. 6,098,065.

(51)

Int. Cl.

G06F 7/00
G06F 17/30

ABSTRACT

This invention relates to an advertisement machine which
provides advertisements to a user searching for desired infor
mation Within a data network. The machine receives, from a
user, a search request including a search argument corre

sponding to the desired information and searches, based upon
the received search argument, a ?rst database having data
network related information to generate search results. It also
correlating the received search argument to a particular adver
tisement in a second database having advertisement related

(2006.01)
(2006.01)

G06Q 30/00

(52)
(58)

6/2001 Speicher

* cited by examiner

Prior Publication Data

US 2007/0244886 A1

Coreyetal. ......................... .. l/l

9/2000 Peckover

6,253,188 B1

Jun. 25, 2007

(65)

11/1999

Kirsch ........................ .. 709/203

6,243,375 B1

(21) Appl. No.: 11/767,632
Filed:

8/1998 Goldhaber et a1.

6,119,101 A

U.S.C. 154(b) by 559 days.

(22)

5/1998

5,794,210 A

Subject to any disclaimer, the term of this
patent is extended or adjusted under 35

(2006.01)

US. Cl. ..................................... .. 707/706; 705/14.4

information. The search results together With the particular

Field of Classi?cation Search ............ .. 707/2, 706,

advertisement are provided by the machine to the user.

707/765; 705/26, 14.4
See application ?le for complete search history.

28 Claims, 2 Drawing Sheets

20
10

\~___

2
CONTEXTLJAL
DATABASE

12

/
I

14
E

2
PRODUCT
DATABASE

/
DATABASE
SEARCH
ENGIN E

END USER

\ 16

l
T

ASSOCIATIVE
SEARCH
I

ENG | N E
\ 18

US. Patent

Wm

Apr. 26, 2011

PODWE

Sheet 1 012

US 7,933,883 B2

Q

mm

or

mOZwmD

US 7,933,883 B2
1

2

ASSOCIATIVE SEARCH ENGINE

According to a third broad aspect, the invention provides a
system for providing advertisements to a user searching for
desired information Within a data netWork, comprising;
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 argu
ment, a ?rst database having data netWork related information
to generate search results; means for correlating the received
search argument to a particular advertisement in a second

CROSS-REFERENCE TO RELATED
APPLICATIONS

The present application is a continuation of US. Utility
Application Ser. No. 09/351,747, ?led Jul. 8, 1999, now US.
Pat. No. 7,236,969 Which is a continuation of US. Utility
application Ser. No. 08/798,747, ?led Feb. 13, 1997, issued as
US. Pat. No. 6,098,065, all of Which are hereby incorporated

database having advertisement related information; and
means for providing the search results together With the par

herein by reference in their entirety.

ticular advertisement to the user.

According to a fourth broad aspect, the invention provides

BACKGROUND OF THE INVENTION

a system for searching for desired information Within a data
netWork, comprising: means for receiving from a user, a

The invention generally relates to search engines and, in

search request including a search argument corresponding to
the desired information; means for searching, based upon the
received search argument and user pro?le data, a database of

particular, to an associative search methodology, based on a

contextual search engine, for retrieving related information.
The Internet provides an excellent vehicle for access to

information about goods and services on a global basis. In
theory, anyone can access information about any product. In

20

information to generate a search result; and means for pro
viding the search results to the user.

Conventional search engines, for example OpenText, pro

practice, the problem is one of ?nding the correct informa

vide a basis on Which the methodology according to this

tion. Many techniques for solving this problem are knoWn,
including: indexing systems such as Yahoo, graphical elec

searching and retrieving information, in their present form,

invention may be implemented. In a particular embodiment,
the invention is manifested by an advertising system includ
ing an associative search engine that may be tied into and
form an integral part of the conventional search engine. When

can inundate the user With large amounts of unWanted mate

an end user accesses the conventional search engine, the

rial.

associative engine of the selling system examines the user’s
choices and search instructions, that have been input by the

tronic malls, hall of malls, directories, and text search
engines, such as OpenText7. These techniques and tools for

25

This later problem can be alleviated someWhat by enabling

the user to provide search statements as a set of criteria Which 30 user, and formulates the necessary strategy and tactics to offer

are combined With logical operators, such as ‘AND’, ‘OR’

products that Would appeal to the end user based on his/her

and ‘NOT’ operators. However, many problems still exist

inputs an choices up until that point in the search. Since the
process is dynamic the strategy and tactics can be continually

With this. One of them is that the user is left to his/her oWn

imagination to try to think of all the alternative descriptions
(i.e. keywords) of a product or service. As search engines and

35

techniques become ever more poWerful in the number and
diversity of databases they can access, the amount of infor
mation Which it is possible to present to a user can quickly

database. This effectively provides unobtrusive, related and

become excessively large. The problem or opportunity still
remains to quickly ?nd the relevant information for Which the
user is looking.

re?ned and the results presented to the end user in a predictive
order and fashion that relates to that end user’s past prefer
ences (either for the immediate search underWay or including
all prior search data stored for that user) and a contextual

40

useful data and options to the end user Who is searching for
information. The processor used for the advertising and sell
ing mechanism can be a part of or interconnected With the

search engine.
SUMMARY OF THE INVENTION

It is an object of the present invention to provide a neW and

45

improved associative search methodology for retrieving

manufacturers recommended tire types and options may be

related information.
The invention, therefore, according to a ?rst broad aspect

considered as sort criteria provided Within a contextual data
base. Another example relates to When airline reservations are

provides a method of providing advertisements to a user

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 ?rst database having data netWork related
information to generate search results; correlating the

Some examples Will illustrate hoW this invention can have
high value to an end user. An end user’s pro?le data may
contain such information as the make, model and year of
automobile he/ she oWns or leases. When tires are needed, the

50

being sought. All of a person’s preferences, Which today are
normally sorted one by one through a travel agent, could be

utiliZed by the advertising and selling mechanism to provide
the informed response.
In addition to the search criterion, as users interacts With
55

the advertising system, it Will continue to compile preference

received search argument to a particular advertisement in a

data (e. g. a list of keyWords) for eachuser. All preferences, for

second database having advertisement related information,
and providing the search results together With the particular
60

example, can be left in a type of default mode or even pre
sented to the user for him/her to edit and re-prioritiZe in order
to look for diversity or alternatives. The system can detect
exceptions and contradictions so that the end user can be

advertisement to the user.

According to a second broad aspect, the invention provides

shoWn immediately that some of the options Would violate
natural tendencies.
Some of the search patterns or preferences Will be keyed off

a method of searching for desired information Within a data
netWork comprising the steps of: receiving, from a user, a

search request including a search argument corresponding to
the desired information; searching, based upon the received
search argument and user pro?le data, a database of informa
tion to generate a search result; and providing the search
results to the user.

65

of natural interests also such as: social, family, political, tech
nological, geographical, environmental, educational and so
on. Once these preferences are knoWn, then an advertisement

or a proposed customiZed product brochure can be prepared.

US 7,933,883 B2
3

4

This invention is also enhanced by advances in technology
occurring in the emerging ubiquitous data World, such as neW
softWare languages. One example is “Java”. Java is an envi

personal computer (PC) or Macintosh executing an appropri
ate broWser application, such as, Netscape Navigator Which

ronment that can be exported to an end users platform to run

the Internet. Functionality provided by the advertising

an application Which may include graphics, moving demon

machine 10 may be implemented using an appropriately pro
grammed conventional data processing server platform.

functions as an interface to the World Wide Web (WWW) of

strations, cartoon like explanations or even video. The Java
like environment could be used to customiZe With more than
name, it can be used to customiZe With detailed examples.

The advertising machine 1 0, in this particular embodiment,
comprises a database search engine 16 and an associative
search engine 18 Which may access a database 20 having
contextual data 22 and product data 24. The database search

One other opportunity presented to service providers is the
potential to create neW and better Ways to improve the envi
ronment presented to end users of various classes by remem
bering What Was effective for a sale to occur. In this Way, key
elements of a presentation or search that have higher success
can be put into a higher priority or category for furtheruse and
therefore more rapid development through even more intense
feedback due to subsequent use.
While this invention can be integrated With traditional
Internet search engines (such as Yahoo or Lycos), full advan
tage can be obtained by integrating the invention With an
Internet Access provider. An Internet Access Provider can

engine 18 is conventional technology, an example of Which is
the OpenText engine that provides searches based on subject,
strings, boolean, text, etc. Such input search arguments may
be received from an end user via the data processing device 12

and data link 14 and, accordingly, the database search engine
16 effects a search of the contextual data 22 in the database 20
and returns results of the search to the end user, as a page
20

keyWords associated With respective WWW site locations.
The associative search engine 18, in accordance With the
present invention, may contain rule based softWare algo
rithms or non-precise techniques, such as, fuZZy logic that can

maintain a more complete user database. Customers are local

iZed, so individual databases Will contain feWer users. This
alloWs more database space to be allocated to each user. In
addition, more detailed information can be maintained, such

as geographical location, type of home computer system, and

25

It is anticipated that the Java environment Will develop so
that it too Will learn and adapt. As a user continues to stop
30

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 proposes such
a dynamic and relational preferences methodology in order to
more rapidly and more effectively couple a user’ s needs With

selling machine 10.
35

follows.
1) The end user device 12 sends a search request outlining
the search argument to the database search engine 16.
40

or disabilities.
45

BRIEF DESCRIPTION OF THE DRAWINGS

50

ing to the end user.

Referring to FIG. 1, shoWn is an advertising machine,

(2) above. In the case of the end user clicking on (i.e., select
60

device 12 and a communications link 14 through Which the
device 12 interacts With the advertising machine 10. The

ing) a speci?c search result, the associative search engine 18
further re?nes its logical tree strategy and selects the probable
best ?t product and generates an advertisement.
6) The end user search results advertisement WindoW is
continually updated on each selection or re?nement using a

communications link 14 may be provided by a global data

netWork, typically the Internet, and the data processing device
supporting functionality for communications over the Inter
net. Examples of the data processing device 12 include a

4) The end user re?nes his or her search by either clicking
on a displayed result or re?ning their search through addi
tional arguments or search criteria.

5) The associative search engine 18 and the database search
engine 16 again Work together in providing re?ned data as in

DETAILED DESCRIPTION

12 may be any conventional hardWare/softWare combination

possible product ?ts and selects a probable best product for an
advertisement WindoW to be displayed With the search results.
3) The associative engine 18 passes the data of the selected
product to the search engine 16 Which in turn provides the
the initial product advertisement to the device 12 for display

55

generally referenced by 10, together With a data processing

2) The search engine 16, having carried out a traditional
search of Internet related information in the contextual data
22, passes the argument and results of the its search to the
associative search engine 18 Which then looks for a match in
the product data 24 of the database 20. The associative search
engine 18 may determine a logical product ?t to the initial
search argument, or it may create a logical tree analysis of

results of the search against the given argument together With

machine in combination With an Internet Access Service pro

vider.

In operation, for example, the process effected When an end
user at the device 12 accesses the advertising machine 10 is as

tunities due to different personal proclivities, strengths, skills

The invention Will be better understood from the folloWing
detailed description of an advertising machine together With
reference to the accompanying draWings, in Which:
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

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 need

as determined by the associative search engine 18 of the

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

correlate a search argument derived from the user and

changes in the argument during a single session, to particular
product data Within the product database 24. The associative
search engine 18 selects the most logical product from its

any additional information the user may choose to provide to
the Internet Access Provider.

presentations at certain points, scan, re-scan, look for further

displayed on the device 12. The contextual database typically
contains information relating to the Internet, for instance,

65

technology such as Java providing the end user With a con

tinually updated product advertisement that is considered to
be most relevant (best ?t) at that point in the search. In

US 7,933,883 B2
6

5

2) The search engine 44 passes the argument and results of

addition, failure of the end user to click on the advertisement
is used as a criterion in the logical tree in providing the

its search in database 46 to the associative search engine 40
Which looks for a match in the product database 42 determin

appropriate advertisement.
7) Once the end user clicks on (selects) the advertisement
displayed on the device 12, an appropriate message is sent to

ing a logical product ?t to the initial search argument. The
associative search engine 40 creates a logical tree analysis of
possible product ?ts, and selects or creates a probable best
product advertisement for the advertisement WindoW on the
search results. In this case, the associative search engine 40

the advertising machine 10 and, in particular, to the associa
tive search engine 18 Which may automatically connect the
end user to the seller of the product, for instance, by forWard
ing the broWser of the end user device 12 to the WWW site

also can utiliZe the maintained pro?le on the end user from

address of the seller. In the product data 24 for this speller the
associative search engine may record that this transaction
occurred, in order that a toll for bringing a buyer and seller
together may be extracted.

past search sessions and/or historical data gathered on their

buying habits, in the product selection processing. The asso
ciative search engine correlates the user’s identity to data in
the user pro?le database 48 Which it maintains and updates
With data (e. g., search argument received With search request)

Moreover, user pro?le data may be maintained on end user

device 12 and accessed by the associative search engine 18.
The pro?le data contains, for example, end user preferences
and previous search arguments Which may be used to aug

from the current search session.

3) The search engine 44 provides the end user With the

results of the search against the given argument including the

ment the individual search arguments received With the
search request to select a best ?t product advertisement. The

associative search engine 18 retrieves and updates the pro?le
data on the device 12, using appropriate messages exchanged

20

user device 12.

4) The end user re?nes his/her search by either clicking on
a result, or re?ning their search through additional arguments

over the communications link 14. For example, the search
arguments from the current search session may be added to
the user pro?le data.

Turning to the system illustrated in FIG. 2, the advertising
machine 30 (similar to the machine 10 in FIG. 1) is integrated

initial product advertisement from the associative search
engine 40. The results and advertisement are displayed by end

or search criteria.
25

5) The associative search engine 40 and the database search
engine 44 again Work together in providing re?ned data as in

as part of the functionality embodied at an Internet access

(2) above. In the case of the end user clicking on (selecting) a

provider equipment site 32 Which typically includes a tele
phone netWork terminating equipment 34, a router 36 through
30

speci?c search result the associative search engine 40 further
re?nes its logical tree strategy and selects the probable best ?t
product and generates an advertisement.

35

6) The end user device 12 search results advertisement
WindoW is continually updated on each selection or re?ne
ment using a technology such as Java, providing the end user
With a continually updated product advertisement that is con
sidered to be mo st relevant (best ?t) at that point in the search.

Which TCP/IP packets are transmitted to and received from
the Internet, and a server 38 Which in general controls opera

tion and couples data calls terminated by equipment 34 to
router 36. The link 39 represents a data call established

through the telephone netWork to the access provider site 32.
The associative search engine 40 of machine 30 contains

In addition, failure of the end user to click on the advertise
ment is used as a criterion in the logical tree in providing the

softWare algorithms or non-precise techniques, such as, fuZZy
logic that correlates a search argument derived from the user

appropriate advertisement. The access provider’s home page

and changes in the argument during a single session With the
product database 42 Whereby the most logical product from
its available list may be selected. It then provides an adver
tisement insert that is added to the enduser’s search page in an
attempt to offer the end user With the product that is closest to
the need as determined by the associative search engine 40.

sent to the end user can also contain a specialiZed advertise
40

searches and/or buying habits).
7) Once the end user is led to click on the advertisement, the

The access provider site 32, incorporating the advertising
machine 30, is the sole channel available to the end user for

45

accessing the Internet. When an end user carries out a search

using the search engine 44 and clicks on (selects) a speci?c
result or chooses an alternate information site address, the

information is passed to the associative search engine 40 of
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

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 comprehensive
user pro?le database 48 may be maintained by the associative
search engine 40, about the end users preferences and previ

50

55

The invention claimed is:

1. A method for operating an advertising machine imple
mented on at least one computer to provide advertisements
via a communications link to a data processing device of a
60

In operation, for example, the process effected When an

user, the method comprising:
creating user pro?le data for the user;
storing the user pro?le data;
receiving from the data processing device via the commu
nications link a search request that includes a search

end user at the device 12 accesses the Internet through access

outlining the search argument.

fore be understood that the claims are not to be considered as

directed to each embodiment.

to select a best ?t product advertisement.

provider site 32 is as follows.
1) The end users access the search engine 44, provided as a
basic service by the access provider, and requests a search

associative search engine 40 of the selling machine 30 takes
control and connects the potential buyer to the WWW site of
the seller of the product, thereby exacting a toll for the trans
action of bringing a buyer and seller together.
Those skilled in the art Will recogniZe that various modi?
cations and changes could be made to the invention Without
departing from the spirit and scope thereof. It should there

being limited to the precise embodiments of the selling
machine set forth above, in the absence of speci?c limitations

ous search arguments Which may be used to augment the

individual search argument received With the search request

ment constructed from the end user’s pro?le data (e. g.,

argument;
65

searching at least one database having data netWork related

information using the search argument to generate
search results;

US 7,933,883 B2
8

7
selecting at least one advertisement from an advertisement

17. The method of claim 11, further comprising updating

database relating to the search argument using the user

the user pro?le data using data created via interaction With the

pro?le data; and

advertising machine.
18. The method of claim 11, Wherein the search results
have been sorted based upon the user pro?le data.
19. The method of claim 11, Wherein the search results and
the at least one advertisement comprise:
search results obtained from at least one database that
stores netWork related information; and

transmitting the search results together With the at least one
advertisement via the communications link to the data

processing device.
2. The method of claim 1, Wherein the user pro?le data

includes prior purchasing information regarding the user.
3. The method of claim 1, Wherein storing the user pro?le
data comprises storing the user pro?le data in a user pro?le
database of the advertising machine.
4. The method of claim 1, Wherein storing the user pro?le
data comprises storing the user pro?le data on the data pro

the at least one advertisement Was obtained from at least

one differing database that stores advertisement infor
mation.
20. An advertising machine implemented on at least one
computer and operable to provide advertisements via a com

cessing device.
5. The method of claim 1, Wherein the user pro?le data is
based upon prior search history of the user.
6. The method of claim 1, Wherein the user pro?le data is
based upon user interests selected from the group consisting

of social interests, family interests, political interests, tech
nological interests, geographical interests, environmental
interests, and educational interests.
7. The method of claim 1, further comprising updating the
user pro?le data based upon the search argument.
8. The method of claim 1, further comprising updating the
user pro?le data using data obtained via interaction With the
data processing device.
9. The method of claim 1, further comprising sorting the

munications link to a data processing device of a user, the

advertising machine comprising:
a communications interface operable to interface With the
data processing device of the user via the communica

tions link;
20

cations interface a search request that includes a search

argument; and
search at least one database having data netWork related
25

search results based upon the user pro?le data.
10. The method of claim 1, Wherein searching at least one

database having data network related information using the
search argument to generate search results and selecting at

information using the search argument to generate
search results;
an associative search engine operable to:
create user pro?le data for the user;

store the user pro?le data; and
30

select at least one advertisement from an advertisement

database relating to the search argument using the user

pro?le data; and

least one advertisement from an advertisement database relat

the advertising machine operable to transmit the search

ing to the search argument using the user pro?le data com

prise accessing distinct differing databases.
11. A method for operating a data processing device of a

a database search engine operable to:
receive from the data processing device via the communi

35

results together With the at least one advertisement via
the communications link to the data processing device.
21. The advertising machine of claim 20, Wherein the user

user to receive advertisements via a communications link
from an advertising machine implemented on at least one

pro?le data includes prior purchasing information regarding

computer, the method comprising:

the user.

interacting With the advertising machine via the commu

ing data netWork related information based upon the
search argument; and

22. The advertising machine of clam 20, Wherein the asso
ciative search engine is operable to store the user pro?le data
in a user pro?le database of the advertising machine.
23. The advertising machine of claim 20, Wherein the asso
ciative search engine is operable to transmit the user pro?le
data via the communications interface to the data processing
device for storage.
24. The advertising machine of claim 20, Wherein the user
pro?le data is based upon prior search history of the user.
25. The advertising machine of claim 20, Wherein the user
pro?le data is based upon user interests selected from the

the at least one advertisement obtained from at least one 50

group consisting of social interests, family interests, political

nications link to provide information used to create user

40

pro?le data for the user;
transmitting to the advertising machine via the communi
cations link a search request that includes a search argu

ment;
receiving search results and at least one advertisement via

45

the communications link from the advertising machine;
the search results obtained from at least one database hav

database having advertisement information based upon
the search argument and the user pro?le data.
12. The method of claim 11, Wherein the user pro?le data is
based upon prior purchasing information regarding the user.
13. The method of claim 11, further comprising storing the
user pro?le data on the data processing device.
14. The method of claim 11, Wherein the user pro?le data is
based upon prior search history of the user.
15. The method of claim 11, Wherein the user pro?le data is
based upon user interests selected from the group consisting

of social interests, family interests, political interests, tech
nological interests, geographical interests, environmental
interests, and educational interests.
16. The method of claim 11, further comprising updating
the user pro?le data based upon the search argument.

interests, technological interests, geographical interests,

55

60

environmental interests, and educational interests.
26. The advertising machine of claim 20, Wherein the asso
ciate search engine is operable to update the user pro?le data
based upon the search argument.
27. The advertising machine of claim 20, Wherein the asso
ciate search engine is operable to sort the search results based
upon the user pro?le data.
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.