Rockstar Consortium US LP et al v. Google Inc

Filing 220

MOTION to Amend/Correct Invalidity Contentions by Google Inc. (Attachments: # 1 Affidavit of Lance Yang, # 2 Exhibit 1, # 3 Exhibit 2, # 4 Exhibit 3, # 5 Exhibit 4, # 6 Exhibit 5, # 7 Exhibit 6, # 8 Exhibit 7, # 9 Exhibit 8, # 10 Exhibit 9, # 11 Exhibit 10a, # 12 Exhibit 10b, # 13 Exhibit 11)(Perlson, David) (Additional attachment(s) added on 10/27/2014: # 14 Text of Proposed Order) (ch, ).

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EXHIBIT 9 Chart A-48 Claim Chart of the Yahoo Registration No. 333-2142, Form SB-2, dated March 7, 1996 (“Yahoo Form SB-2”) as prior art to 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”) Google also asserts that each of the references cited in this chart anticipates the asserted claims or renders the asserted claims obvious in combination with the other references in that chart. This chart is based on Rockstar’s apparent construction of the claims, and is not an admission that those constructions are correct or appropriate. ’969 Patent YAHOO PROSPECTUS Claim 1 1. A method of providing advertisements to a user searching for desired information within a data network, comprising the steps of: The Yahoo Form SB-2 discloses a method for providing advertisements to a user searching for desired information within a data network. GOOGLE’ INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-1 ’969 Patent YAHOO PROSPECTUS Yahoo Form SB-2 at GOOG-WRD-00874333. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-2 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874334. Id. at GOOG-WRD-00874335. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-3 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874335. Id. at GOOG-WRD-00874337. Id. at GOOG-WRD-00874337-38. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-4 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874339. Id. at GOOG-WRD-00874348. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-5 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874353. Id. at GOOG-WRD-00874357. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-6 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874358. Id. at GOOG-WRD-00874358. Id. at GOOG-WRD-00874367. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-7 ’969 Patent YAHOO PROSPECTUS [a] receiving, from the user, The Yahoo Form SB-2 discloses received, from the user, a search a search request including a request including a search argument corresponding to the desired search argument information. corresponding to the desired information; Id. at GOOG-WRD-00874332. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-8 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874348. Id. at GOOG-WRD-00874340. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-9 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874342. Id. at GOOG-WRD-00874353. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-10 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874357. Id. at GOOG-WRD-00874357-58. Id. at GOOG-WRD-00874359. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-11 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874359-60. Id. at GOOG-WRD-00874360. [b] searching, based upon The Yahoo Form SB-2 discloses searching, based upon the the received search received search argument, a first database having data network argument, a first database related information to generate search results. having data network related information to generate search results; Id. at GOOG-WRD-00874342. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-12 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874340-41. Id. at GOOG-WRD-00874348. Id. at GOOG-WRD-00874357-58. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-13 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874359. Id. at GOOG-WRD-00874360. Id. at GOOG-WRD-00874361. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-14 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874365. Id. at GOOG-WRD-00874368-69. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-15 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874369. [c] correlating the received search argument to a particular advertisement in a second database having advertisement related information; and The Yahoo Form SB-2 discloses correlated the received search argument to a particular advertisement in a second database having advertisement related information. Id. at GOOG-WRD-00874335. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-16 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874343. Id. at GOOG-WRD-00874358. Id. at GOOG-WRD-00874361. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-17 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874362. Id. at GOOG-WRD-008742362. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-18 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874363. Id. at GOOG-WRD-00874363-64. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-19 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874364. Id. at GOOG-WRD-00874366-67. Id. at GOOG-WRD-00874368. Id. at GOOG-WRD-00874369. [d] providing the search results together with the particular advertisement to the user. The Yahoo Form SB-2 discloses provided the search results together with the particular advertisement to the user. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-20 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874335. Id. at GOOG-WRD-00874343. Id. at GOOG-WRD-00874358. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-21 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874361. Id. at GOOG-WRD-00874362. Id. at GOOG-WRD-008742362. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-22 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874363. Id. at GOOG-WRD-00874363-64. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-23 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874364. Id. at GOOG-WRD-00874366-67. Id. at GOOG-WRD-00874369. 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. The Yahoo Form SB-2 discloses correlating the received search argument to the particular advertisement including selecting the particular advertisement based on the received search argument and user profile. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-24 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874335. Id. at GOOG-WRD-00874340. Id. at GOOG-WRD-00874340-41. Id. at GOOG-WRD-00874341. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-25 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874343. Id. at GOOG-WRD-00874348. Id. at GOOG-WRD-00874357. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-26 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874358. Id. at GOOG-WRD-00874358. Id. at GOOG-WRD-00874361. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-27 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874362. Id. at GOOG-WRD-00874362. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-28 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874362. Id. at GOOG-WRD-00874363-64. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-29 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874364. Id. at GOOG-WRD-00874364. Id. at GOOG-WRD-00874366-67. Id. at GOOG-WRD-00874368. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-30 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874369. Id. at GOOG-WRD-00874369. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-31 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874404. 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. A method as claimed in claim 2, wherein the user profile data includes selections of the user from previous search arguments. The Yahoo Form SB-2 discloses the user profile data includes selections of the user from previous search arguments. 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 GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-32 ’969 Patent YAHOO PROSPECTUS 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. The Yahoo Form SB-2 discloses wherein the user profile data includes selections of the user from previous search results. 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. The Yahoo Form SB-2 discloses user profile data that included user specified preferences. Id. at GOOG-WRD-00874335. Id. at GOOG-WRD-00874340. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-33 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874340-41. Id. at GOOG-WRD-00874341. Id. at GOOG-WRD-00874343. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-34 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874348. Id. at GOOG-WRD-00874357. Id. at GOOG-WRD-00874358. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-35 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874358. Id. at GOOG-WRD-00874361. Id. at GOOG-WRD-00874362. Id. at GOOG-WRD-00874362. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-36 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874362. Id. at GOOG-WRD-00874363-64. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-37 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874364. Id. at GOOG-WRD-00874364. Id. at GOOG-WRD-00874366-67. Id. at GOOG-WRD-00874368. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-38 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874369. Id. at GOOG-WRD-00874369. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-39 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874404. 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 The Yahoo Form SB-2 discloses providing the search results and the particular advertisement to the user including displaying the search results as a page on a data processing device and the particular advertisement as an insert on the page. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-40 ’969 Patent YAHOO PROSPECTUS and the particular advertisement as an insert on the page. Id. at GOOG-WRD-00874332. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-41 ’969 Patent YAHOO PROSPECTUS Yahoo Form SB-2 at GOOG-WRD-00874333. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-42 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874334. Id. at GOOG-WRD-00874366-67. To the extent this reference does not teach this claim element, this GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-43 ’969 Patent YAHOO PROSPECTUS 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 searching for desired information within a data network, comprising the steps of: The Yahoo Form SB-2 discloses providing advertisements to a user searching for desired information within a data network. [a] receiving, at a server, a search request sent from a user, the search request including a search argument corresponding to the desired information; The Yahoo Form SB-2 discloses 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[preamble]. Id. at GOOG-WRD-00874357. Id. at GOOG-WRD-00874358. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-44 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874359. Id. at GOOG-WRD-00874360. Id. at GOOG-WRD-00874365. Id. at GOOG-WRD-00874368. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-45 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874368-69. See also Claim 1[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 B2, B7. [b] searching, by the server 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; The Yahoo Form SB-2 discloses searching 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 The Yahoo Form SB-2 discloses 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. [d] providing the search results together with the particular advertisement to the user. The Yahoo Form SB-2 discloses providing the search results together with the particular advertisement to the user. See Claim 1[b] and 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 B2, B7. See Claim 1[c] and 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 B2, B7. See Claim 1[d]. Claim 9 9. A method as claimed in claim 8, wherein the step of correlating the received search argument to the The Yahoo Form SB-2 discloses correlating the received search argument to the particular advertisement by selecting the particular advertisement based on the received search argument and user profile data. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-46 ’969 Patent particular advertisement includes selecting the particular advertisement based on the received search argument and user profile data. YAHOO PROSPECTUS See Claim 2. 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses the user profile data includes user specified preferences. See Claim 5. Claim 13 13. A method as claimed in 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. The Yahoo Form SB-2 discloses 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 Claim 6. Claim 14 14. A method as claimed in The Yahoo Form SB-2 discloses correlating the received search GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-47 ’969 Patent YAHOO PROSPECTUS claim 8, wherein the step of argument to a particular advertisement in the second database is correlating the received performed by the client computer. search argument to a particular advertisement in the second database is performed by the client computer. Id. at GOOG-WRD-00874357. Id. at GOOG-WRD-00874358. Id. at GOOG-WRD-00874359. To the extent this reference does not teach this claim element, this reference in combination with the knowledge of one of ordinary GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-48 ’969 Patent YAHOO PROSPECTUS skill in the art renders this claim element obvious. See, e.g.: Table B2, 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: The Yahoo Form SB-2 discloses including an advertising machine for providing advertisements to a user searching for desired information within a data network. [a] 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; The Yahoo Form SB-2 discloses a server computer coupled to the data network that received 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; The Yahoo Form SB-2 discloses a database search engine coupled to the server computer that received the search argument from the server computer and searched 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; and The Yahoo Form SB-2 discloses an associative search engine coupled to the server computer that correlated the received search argument to a particular advertisement in a second database having advertisement related information. The second database was contained on a client computer. See Claim 8[preamble]. See Claim 8[a]. See Claim 8[b]. See Claim 8[c]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-49 ’969 Patent YAHOO PROSPECTUS [d] the server computer providing the search results together with the particular advertisement to the user. The Yahoo Form SB-2 discloses the server computer provided 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 profile data. The Yahoo Form SB-2 discloses selecting the particular advertisement based on the received search argument and user profile data. See Claim 2. Claim 19 19. The advertising machine of claim 18, wherein the user profile data is based partially upon previous search arguments of the user. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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. The user profile data used by the Yahoo Form SB-2 discloses included user specified preferences. See Claim 5. Claim 22 22. An advertising machine coupled to a data network for providing advertisements to a user, The Yahoo Form SB-2 discloses an advertising machine coupled to a data network for providing advertisements to a user. See Claim 17[preamble]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-50 ’969 Patent YAHOO PROSPECTUS the advertising machine comprising: [a] 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; The Yahoo Form SB-2 discloses a server computer was coupled to the data network that received 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; The Yahoo Form SB-2 discloses 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. [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; The Yahoo Form SB-2 discloses an associative search engine coupled to the server computer that correlated the received search argument to a particular advertisement in a second database having advertisement related information, the second database contained on a client computer. [d] the server computer providing the search results together with the particular advertisement to the user; The Yahoo Form SB-2 discloses the server computer used by the Yahoo Form SB-2 discloses provided the search results together with the particular advertisement to the user. See Claim 17[a]. See Claim 17[b]. See Claim 17[c]. See Claim 17[d]. [e] the server computer determining whether the advertisement was The Yahoo Form SB-2 discloses the server computer determined whether the advertisement was successful. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-51 ’969 Patent YAHOO PROSPECTUS successful; and Yahoo Form SB-2 at GOOG-WRD-00874333. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-52 ’969 Patent YAHOO PROSPECTUS GOOG-WRD-00874337-38. Id. at GOOG-WRD-00874339-40. Id. at GOOG-WRD-00874343. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-53 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874369. Id. at GOOG-WRD-00874353. Id. at GOOG-WRD-00874358. Id. at GOOG-WRD-00874366-67. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-54 ’969 Patent YAHOO PROSPECTUS Id. at GOOG-WRD-00874393. 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. The Yahoo Form SB-2 discloses the server computer altered criteria for subsequent correlations of received search arguments to the second database. See Claim 1[a] and [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.: Tables B4, B6, B7. Claim 23 23. The advertising 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. The Yahoo Form SB-2 discloses correlating the received search argument to the particular advertisement based on the received search argument and the user profile data. See Claim 2. YAHOO ’245 Patent Claim 1 1. A method for operating an advertising machine The Yahoo Form SB-2 discloses providing advertisements via a communications link to a data processing device of a user. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-55 YAHOO ’245 Patent implemented on at least one computer to provide advertisements via a communications link to a data processing device of a user, the method comprising: [a] receiving user preference input from the data processing device via the communications link; See ‘969 Patent Claim 1[preamble]. The Yahoo Form SB-2 discloses receiving user preference input from the data processing device via the communications link. See ‘969 Patent Claims 1[a], 2 and 5. 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; The Yahoo Form SB-2 discloses creating user preference data based upon the user preference input. See ‘969 Patent Claims 1[a], 2 and 5. 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; The Yahoo Form SB-2 discloses 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 The Yahoo Form SB-2 discloses searching at least one database database using the search using the search argument to produce search results. argument to produce search results; See ‘969 Patent Claim 1[b]. [e] selecting at least one advertisement from an advertisement database relating to the search argument using the user preference data; and The Yahoo Form SB-2 discloses selecting at least one advertisement from an advertisement database relating to the search argument using the user preference data. [f] transmitting the search results together with the at The Yahoo Form SB-2 discloses transmitting the search results together with the at least one advertisement via the See ‘969 Patent Claims 1[c], 2 and 5. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-56 YAHOO ’245 Patent least one advertisement via the communications link to the data processing device. communications link to the data processing device. See ‘969 Patent Claim 1[d]. Claim 3 3. The method of claim 1, The Yahoo Form SB-2 discloses ordering the search results based further comprising ordering upon the user preference data. the search results based upon the user preference See Claim 1[a] and [b]. 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 5 5. The method of claim 1, further comprising: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses this method. See Claim 1. [a] receiving user preference edit input via the communications link from the data processing device; and The Yahoo Form SB-2 discloses receiving user preference edit input via the communications link from the data processing device. See Claim 1[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 B4. [b] modifying the user preference data based upon the user preference edit input. The Yahoo Form SB-2 discloses 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. Claim 6 6. The method of claim 1, further comprising: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses this method. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-57 YAHOO ’245 Patent See Claim 1. [a] receiving user preference re-prioritization input; and The Yahoo Form SB-2 discloses receiving user preference reprioritization input. See Claim 1[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 B4. [b] re-prioritizing the user preference data based upon the user preference reprioritization input. The Yahoo Form SB-2 discloses re-prioritizing the user preference data based upon the user preference re-prioritization 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, The Yahoo Form SB-2 discloses wherein the user preference data wherein the user preference is derived from prior searching history. data is derived from prior searching history. See ’969 Patent Claims 3, 4. Claim 8 8. The method of claim 1, further comprising: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses this method. See Claim 1. [a] receiving search refinement input via the communications link from the data processing device of the user; The Yahoo Form SB-2 discloses receiving search refinement input via the communications link from the data processing device of the user. [b] refining the search results based upon the search refinement input; and The Yahoo Form SB-2 discloses refining the search results based upon the search refinement input. [c] transmitting the refined The Yahoo Form SB-2 discloses transmitting the refined search See Claim 1[c]. See Claim 1[d]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-58 ’245 Patent YAHOO search results via the communications link to the data processing device. 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 to a data processing device of a user, the advertising machine comprising: The Yahoo Form SB-2 discloses an advertising machine implemented on at least one computer and was operable to provide advertisements via a communications link to a data processing device of a user. [a] a communications interface operable to interface with the data processing device of the user via the communications link; The Yahoo Form SB-2 discloses a communications interface operable to interface with the data processing device of the user via the communications link. [b] a database search engine operable to: The Yahoo Form SB-2 discloses a database search engine. See Claim 1[preamble]. See Claim 1[a] and [c]. See Claim 1[d]. [c] receive from the data processing device via the communications link a search request that includes a search argument; and The Yahoo Form SB-2 discloses receiving from the data processing device via the communications link a search request that includes a search argument. See Claim 1[c]. [d] search at least one The Yahoo Form SB-2 discloses searching at least one database database using the search using the search argument to produce search results. argument to produce search results; See Claim 1[d]. [e] an associative search engine operable to: The Yahoo Form SB-2 discloses an associative search engine. See Claim 1[e]. [f] receive user preference input from the data processing device via the communications link; The Yahoo Form SB-2 discloses an associative search engine operable to 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 The Yahoo Form SB-2 discloses an associative search engine operable to create user preference data based upon the user GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-59 YAHOO ’245 Patent preference input; and preference input. 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 The Yahoo Form SB-2 discloses an associative search engine operable to select at least one advertisement from an advertisement database relating to the search argument using the user preference data. [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. The Yahoo Form SB-2 discloses 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[e]. See Claim 1[f]. Claim 16 16. The advertising machine of claim 9, wherein the user preference data is derived from prior searching history. The Yahoo Form SB-2 discloses the advertising machine of claim 9, wherein the user preference data is derived from prior searching history. See Claim 7. Claim 17 17. The advertising machine of claim 9, wherein the database search engine is further operable to: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses a search engine. [a] receive search refinement input via the communications link from the data processing device of the user; The Yahoo Form SB-2 discloses receiving search refinement input via the communications link from the data processing device of the user. [b] refine the search results based upon the search refinement input; and The Yahoo Form SB-2 discloses refining the search results based upon the search refinement input. See Claim 9. See Claim 8[a]. See Claim 8[b]. [c] transmit the refined search results via the communications link to the The Yahoo Form SB-2 discloses transmitting the refined search results via the communications link to the data processing device. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-60 YAHOO ’245 Patent data processing device. See Claim 8[c]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-61 YAHOO ’970 Patent 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: The Yahoo Form SB-2 discloses 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. [a] a communications interface operable to interface with the data processing device of the user via the communications link; The Yahoo Form SB-2 discloses a communications interface operable to interface with the data processing device of the user via the communications link. [b] a database search engine operable to: See ’245 Patent Claim 9[preamble]. See ’245 Patent Claim 9[a]. The Yahoo Form SB-2 discloses a database search engine. 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 The Yahoo Form SB-2 discloses receiving from the data processing device via the communications link a search request that includes a search argument. See ’245 Patent Claim 9[c]. [d] search at least one The Yahoo Form SB-2 discloses searching at least one database database using the search using the search argument to produce search results. argument to produce search results; See ’245 Patent Claim 9[d]. [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 The Yahoo Form SB-2 discloses 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. [f] the advertising machine operable to: The Yahoo Form SB-2 discloses an advertising machine. See ’245 Patent Claim 9[e] and [h]. See ’245 Patent Claim 9[i]. [g] transmit the search results together with the at least one advertisement via The Yahoo Form SB-2 discloses transmitting the search results together with the at least one advertisement via the communications link to the data processing device. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-62 YAHOO ’970 Patent the communications link to the data processing device; See ’245 Patent Claim 9[i]. [h] receive a response from the data processing device via the communications link that indicates selection of an advertisement; and The Yahoo Form SB-2 discloses receiving a response from the data processing device via the communications link that indicates selection of an advertisement. [i] based upon the advertisement selection, generate a fee record. The Yahoo Form SB-2 discloses based upon the advertisement selection, the Yahoo Form SB-2 discloses generated a fee record. See ’969 Patent Claim 22[e]. See ’969 Patent Claim 22[e]. 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 2 2. The advertising machine of claim 1, wherein the advertising machine is further operable to extract a toll based upon the fee record. The Yahoo Form SB-2 discloses wherein the advertising machine is further operable to extract a toll based upon the fee record. See ’969 Patent Claim 22[e]. 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 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. The Yahoo Form SB-2 discloses directing the data processing device to a website corresponding to the selection of the advertisement. See ’969 Patent Claim 22[e]. 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 Claim 4 4. The advertising machine of claim 1, wherein the advertising machine is The Yahoo Form SB-2 discloses wherein the advertising machine is further operable to update preference data for the user based upon the selection of the advertisement. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-63 YAHOO ’970 Patent further operable to update preference data for the user based upon the selection of the advertisement. See ’969 Patent Claims 2 and 5. 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. The Yahoo Form SB-2 discloses wherein the advertising machine is further operable to update the advertisement database based upon the selection of the advertisement. See ’969 Patent Claims 1[c], 2 and 5. 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. The Yahoo Form SB-2 discloses wherein the search results and the at least one advertisement are included in a web page. See ‘969 Patent Claims 1[d] and 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. The Yahoo Form SB-2 discloses 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 ‘969 Patent, Claim 1[c]. 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: The Yahoo Form SB-2 discloses 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. [a] a communications The Yahoo Form SB-2 discloses a communications interface See Claim 1[preamble]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-64 YAHOO ’970 Patent interface operable to interface with the data processing device of the user via the communications link; operable to interface with the data processing device of the user via the communications link. [b] a database search engine operable to: The Yahoo Form SB-2 discloses a database search engine. See Claim 1[a]. See Claim 1[b]. [c] receive from the data processing device via the communications link a search request that includes a search argument; and The Yahoo Form SB-2 discloses receiving from the data processing device via the communications link a search request that includes a search argument. See Claim 1[c]. [d] search at least one The Yahoo Form SB-2 discloses searching at least one database database using the search using the search argument to produce search results. argument to produce search results; See Claim 1[d]. [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 The Yahoo Form SB-2 discloses 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. [f] the advertising machine operable to: The Yahoo Form SB-2 discloses an advertising machine. See Claim 1[e]. 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; The Yahoo Form SB-2 discloses transmitting the search results together with the at least one advertisement via the communications link to the data processing device. [h] receive a response from the data processing device via the communications link that indicates nonselection of the at least one advertisement. The Yahoo Form SB-2 discloses receiving a response from the data processing device via the communications link that indicates non-selection of the at least one advertisement. See Claim 1[g]. See ‘969 Patent Claim 22[e]. To the extent this reference does not teach this claim element, this reference in combination with the knowledge of one of ordinary GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-65 YAHOO ’970 Patent 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: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses an advertising machine. See Claim 10. [a] the associative search engine is further operable to select at least one differing advertisement based upon the nonselection of the at least one advertisement; and [b] the advertising machine is further operable to transmit the at least one differing advertisement via the communications link to the data processing device. The Yahoo Form SB-2 discloses the associative search engine is further operable to select at least one differing advertisement based upon the non-selection of the at least one advertisement. See ‘969 Patent Claim 22[e]. 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 The Yahoo Form SB-2 discloses the advertising machine is further operable to transmit the at least one differing advertisement via the communications link to the data processing device. See ‘969 Patent Claim 22[e]. 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. The Yahoo Form SB-2 discloses 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, The Yahoo Form SB-2 discloses wherein the advertising machine is further operable to update the advertisement database based GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-66 YAHOO ’970 Patent wherein the advertising machine is further operable to update the advertisement database based upon the non-selection of the advertisement. upon the non-selection of 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 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. The Yahoo Form SB-2 discloses 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 ’969 Patent Claim 6. Claim 15 15. The advertising 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. The Yahoo Form SB-2 discloses 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 Claim 8. 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: The Yahoo Form SB-2 discloses an advertising machine implemented on at least one computer to provide advertisements via a communications link to a data processing device of a user. See Claim 1[preamble]. [a] the advertising machine receiving from the data processing device via the The Yahoo Form SB-2 discloses receiving from the data processing device via the communications link a search request that includes a search argument. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-67 YAHOO ’970 Patent communications link a search request that includes a search argument; See Claim 1[c]. [b] the advertising machine The Yahoo Form SB-2 discloses searching at least one database searching at least one using the search argument to produce search results. database using the search argument to produce search See Claim 1[d]. 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; The Yahoo Form SB-2 discloses selecting at least one advertisement from an advertisement database based upon at least one of the search argument and the search results. [d] the advertising machine transmitting the search results together with the at least one advertisement via the communications link to the data processing device; The Yahoo Form SB-2 discloses transmitting the search results together with the at least one advertisement via the communications link to the data processing device. [e] the advertising machine receiving a response from the data processing device via the communications link that indicates selection of an advertisement; and The Yahoo Form SB-2 discloses receiving a response from the data processing device via the communications link that indicates selection of an advertisement. [f] the advertising machine generating a fee record based upon the selection of the advertisement. The Yahoo Form SB-2 discloses generating a fee record based upon the selection of the advertisement. See Claim 1[e]. See Claim 1[g]. See Claim 1[h]. 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. The Yahoo Form SB-2 discloses extracting a toll based upon the fee record. See Claim 2. Claim 19 19. The method of claim 17, further comprising the The Yahoo Form SB-2 discloses directing the data processing device to a website corresponding to the selection of the GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-68 YAHOO ’970 Patent advertising machine directing the data processing device to a website corresponding to the selection of the advertisement. advertisement. See Claim 3. 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses updating the advertisement database based upon the selection of the advertisement. See Claim 5. 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. The Yahoo Form SB-2 discloses searching results and the at least one advertisement were 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 based upon at least the search argument. The Yahoo Form SB-2 discloses selecting at least one advertisement from an advertisement database based upon at least the search argument. See Claim 8. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-69 YAHOO ’970 Patent 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: [a] the advertising machine receiving from the data processing device via the communications link a search request that includes a search argument; The Yahoo Form SB-2 discloses an advertising machine implemented on at least one computer to provide advertisements via a communications link to a data processing device of a user. See Claim 10[preamble]. The Yahoo Form SB-2 discloses 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 The Yahoo Form SB-2 discloses searching at least one database searching at least one using the search argument to produce search results database using the search argument to produce search See Claim 10[d]. 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; The Yahoo Form SB-2 discloses selecting at least one advertisement from an advertisement database based upon at least one of the search argument and the search results. [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 The Yahoo Form SB-2 discloses transmitting the search results together with the at least one advertisement via the communications link to the data processing device. [e] the advertising machine receiving a response from the data processing device via the communications link that indicates nonselection of the at least one advertisement. The Yahoo Form SB-2 discloses receiving a response from the data processing device via the communications link that indicates non-selection of the at least one advertisement. See Claim 10[e]. See Claim 10[g]. See Claim 10[h]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-70 YAHOO ’970 Patent Claim 27 27. The method of claim 26, further comprising: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses this method. See Claim 26. [a] the advertising machine selecting at least one differing advertisement based upon the nonselection of the at least one advertisement; and The Yahoo Form SB-2 discloses selecting at least one differing advertisement based upon the non-selection of the at least one advertisement. [b] the advertising machine transmitting the at least one differing advertisement via the communications link to the data processing device. The Yahoo Form SB-2 discloses transmitting the at least one differing advertisement via the communications link to the data processing device. See Claim 11[a]. 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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 device via the The Yahoo Form SB-2 discloses searching results and the at least one advertisement were included in a web page transmitted to the data processing device via the communications link. See Claim 14. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-71 YAHOO ’970 Patent 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. The Yahoo Form SB-2 discloses 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: The Yahoo Form SB-2 discloses a server computer operable to provide advertisements via a communications link to a data processing device of a user. [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; The Yahoo Form SB-2 discloses 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. [b] the server computer, using the at least one communications interface, is operable to: The Yahoo Form SB-2 discloses the server computer, using the at least one communications interface, is operable to perform the following method. See ‘969 Patent Claim 1[preamble] and [a]. See Claim 1[a]. See Claim 1[b]. [c] receive from the data processing device via the communications link a search request that includes a search argument; and The Yahoo Form SB-2 discloses receiving from the data processing device via the communications link a search request that includes a search argument. [d] interact with the database search engine to receive search results from the database search engine that are selected based upon the search argument; The Yahoo Form SB-2 discloses interacting 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[c]. See Claim 1[d]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-72 YAHOO ’970 Patent [e] interact with the associative search engine to receive an advertisement that is selected based upon at least one of the search argument and the search results; and The Yahoo Form SB-2 discloses interacting with the associative search engine to receive an advertisement that is selected based upon at least one of the search argument and the search results. [f] transmit the search results together with the at least one advertisement via the communications link to the data processing device. The Yahoo Form SB-2 discloses transmitting the search results together with the at least one advertisement via the communications link to the data processing device. See Claim 1[e]. 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: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses wherein the server computer, in conjunction with the at least one communications interface, is further operable as follows. [a] receive a response from the data processing device via the communications link that indicates selection of an advertisement; and The Yahoo Form SB-2 discloses receiving a response from the data processing device via the communications link that indicates selection of an advertisement. [b] based upon the advertisement selection, generate a fee record. The Yahoo Form SB-2 discloses generating a fee record based upon the advertisement selection. See Claim 33. See Claim 1[h]. 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. The Yahoo Form SB-2 discloses 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 The Yahoo Form SB-2 discloses wherein the server computer is further operable to direct the data processing device to a website corresponding to the selection of the advertisement. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-73 YAHOO ’970 Patent processing device to a website corresponding to the selection of the advertisement. See Claim 3. 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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: The Yahoo Form SB-2 discloses operating a server computer to provide advertisements. [a] the server computer receiving from a data processing device via at least one communications interface a search request that includes a search The Yahoo Form SB-2 discloses receiving from a data processing device via at least one communications interface a search request that includes a search argument. See Claim 33[preamble]. See Claim 33[c]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-74 YAHOO ’970 Patent argument; and [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; The Yahoo Form SB-2 discloses interacting with a database search engine via the at least one communications interface to receive search results from the database search engine that were 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 The Yahoo Form SB-2 discloses interacting with an associative search engine via the at least one communications interface to receive an advertisement that was selected based upon at least one of the search argument and the search results. [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. The Yahoo Form SB-2 discloses 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[e]. See Claim 33[f]. Claim 42 42. The method of claim 41, further comprising: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses this method. 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 The Yahoo Form SB-2 discloses receiving a response from the data processing device via the at least one communications interface that indicated selection of an advertisement. [b] based upon the The Yahoo Form SB-2 discloses generating a fee record based See Claim 34[a]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-75 YAHOO ’970 Patent advertisement selection, generating a fee record. upon the advertisement selection. See Claim 34[b]. Claim 43 43. The method of claim 41, further comprising the server computer extracting a toll based upon the fee record. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses searching results and the at least one advertisement were 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 The Yahoo Form SB-2 discloses 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. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-76 YAHOO ’970 Patent argument. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-77 YAHOO ’178 Patent 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: The Yahoo Form SB-2 discloses an advertising machine implemented on at least one computer to provide advertisements via a communications link to a data processing device of a user. [a] receiving from the data processing device via the communications link a search request that includes a search argument; The Yahoo Form SB-2 discloses receiving a search request that includes a search argument. See ’970 Patent Claim 17[preamble]. See ’970 Patent Claim 17[a]. [b] searching at least one The Yahoo Form SB-2 discloses searching at least one database database using the search using the search argument to produce search results. argument to produce search results; See ’970 Patent Claim 17[b]. [c] selecting at least one advertisement from an advertisement database relating to at least one of the search argument and the search results; The Yahoo Form SB-2 discloses selecting at least one advertisement from an advertisement database relating to at least one of the search argument and the search results. [d] transmitting the search results together with the at least one advertisement via the communications link to the data processing device; The Yahoo Form SB-2 discloses transmitting the search results together with the at least one advertisement via the communications link to the data processing device. [e] receiving search refinement input from the data processing device via the communications link; The Yahoo Form SB-2 discloses receiving search refinement input from the data processing device via the communications link. See ’970 Patent Claim 17[c]. See ’970 Patent Claim 17[d]. See ’245 Patent Claim 8[a]. [f] producing modified The Yahoo Form SB-2 discloses producing modified search results search results based upon at based upon at least the search refinement input. least the search refinement input; See ’245 Patent Claim 8[b] and [c]. [g] selecting at least one other advertisement from the advertisement database The Yahoo Form SB-2 discloses selecting at least one other advertisement from the advertisement database based upon at least one of the search refinement input and the modified search results. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-78 YAHOO ’178 Patent based upon at least one of the search refinement input and the modified search results; and [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[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.: Tables B2 & B3 The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses wherein the search refinement input comprised of 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. The Yahoo Form SB-2 discloses wherein the at least one advertisement includes a link to a website sponsoring the advertisement. See ’970 Patent Claim 3. Claim 8 GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-79 YAHOO ’178 Patent 8. The method of claim 1, further comprising: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses this method. See Claim 1 [a] determining, via communication with the data processing device that the user does not select the at least one advertisement; and The Yahoo Form SB-2 discloses determining via communication with the data processing device that the user does not select the at least one advertisement. [b] updating advertisements provided to the data processing device based upon a determination that the user does not select the at least one advertisement. The Yahoo Form SB-2 discloses updating advertisements provided to the data processing device based upon a determination that the user does not select the at least one advertisement. See ’970 Patent Claim 10[h]. See ’970 Patent Claim 12, 13. Claim 9 9. The method of claim 1, further comprising selecting the at least one advertisement based upon a least one of user profile data and user preference data. The Yahoo Form SB-2 discloses selecting the at least one advertisement based upon a least one of user profile data and user preference data. See ’969 Patent Claim 2. 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. The Yahoo Form SB-2 discloses selecting search results based upon at least one of user profile data and user preference data. See ’969 Patent Claim 1[c]. 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 The Yahoo Form SB-2 discloses 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. See Claim 1[preamble]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-80 YAHOO ’178 Patent comprising: [a] based upon interaction with the user, creating a search request that includes a search argument; The Yahoo Form SB-2 discloses 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; The Yahoo Form SB-2 discloses transmitting to the advertising machine via the 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; The Yahoo Form SB-2 discloses 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. [d] displaying the search results and the at least one advertisement on a display of the data processing device; The Yahoo Form SB-2 discloses displaying the search results and the at least one advertisement on a display of the data processing device. [e] based upon interaction with the user, receiving search refinement input; The Yahoo Form SB-2 discloses based upon interaction with the user, receiving search refinement input. See Claim 1[a]. See Claim 1[d]. See Claim 1[d]. See Claim 1[e]. [f] transmitting the search refinement input to the advertising machine via the communications link; The Yahoo Form SB-2 discloses 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 The Yahoo Form SB-2 discloses receiving modified search results and at least one other advertisement from the advertising machine that are based upon at least the search refinement input. [h] displaying the modified search results and the at The Yahoo Form SB-2 discloses displaying the modified search results and the at least one other advertisement on the display of See Claim 1[h]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-81 YAHOO ’178 Patent least one other advertisement on the display of the data processing device. 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 search argument. The Yahoo Form SB-2 discloses wherein the search refinement input comprises at least one additional search argument. See Claim 5. Claim 15 15. The method of claim 12, wherein the search refinement input comprises additional search criteria. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses this method. See Claim 12. [a] determining that the user does not select the at least one advertisement; and The Yahoo Form SB-2 discloses determining that the user did not select the at least one advertisement. [b] transmitting the indication that the user does not select the at least one advertisement to the advertising machine via the communications link. The Yahoo Form SB-2 discloses transmitting the indication that the user did not select the at least one advertisement to the advertising machine via the communications link. See Claim 8[a]. See Claim 8[a]. Claim 18 18. The method of claim To the extent that this preamble may be construed to be limiting, GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-82 YAHOO ’178 Patent 12, further comprising: the Yahoo Form SB-2 discloses this method. See Claim 12. [a] receiving user input to indicate selection of the at least one advertisement; and The Yahoo Form SB-2 discloses receiving user input to indicate selection of the at least one advertisement. [b] transmitting the indication that the user selects the at least one advertisement to the advertising machine via the communications link. The Yahoo Form SB-2 discloses transmitting the indication that the user selected the at least one advertisement to the advertising machine via the communications link. See ’970 Patent Claim 1[h]. See ’970 Patent Claim 1[h]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-83 YAHOO ’183 Patent 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: The Yahoo Form SB-2 discloses 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. [a] receiving from the data processing device via the communications link a search request that includes a search argument; The Yahoo Form SB-2 discloses receiving from the data processing device via the communications link a search request that includes a search argument. See ’970 Patent Claim 1[preamble]. See ’970 Patent Claim 1[a]. [b] searching at least one The Yahoo Form SB-2 discloses searching at least one database database using the search using the search argument to produce search results. argument to produce search results; See ’970 Patent Claim 1[b]. [c] selecting at least one advertisement from an advertisement database based upon at least one of the search argument and the search results; and The Yahoo Form SB-2 discloses selecting at least one advertisement from an advertisement database based upon at least one of the search argument and the search results. [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 processing device. The Yahoo Form SB-2 discloses 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 processing device. See ’970 Patent Claim 1[c]. See ’970 Patent Claim 1[d], ’969 Patent Claim 6. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-84 YAHOO ’183 Patent Claim 2 2. The method of claim 1, wherein the at least one advertisement includes a link to a website sponsoring the advertisement. The Yahoo Form SB-2 discloses wherein the at least one advertisement includes a link to a website sponsoring the advertisement. See ’178 Patent Claim 7. 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses compiling user profile data for the user based upon at least the search term. See ’969 Patent Claims 2 and 3. Claim 8 8. The method of claim 1, further comprising: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses this method. See Claim 1. [a] determining, via communication with the data processing device that The Yahoo Form SB-2 discloses determining, via communication with the data processing device that the user did not select the at least one advertisement. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-85 YAHOO ’183 Patent 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 ’970 Patent Claim 10[h]. The Yahoo Form SB-2 discloses 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 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: The Yahoo Form SB-2 discloses 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. [a] based upon interaction with the user, creating a search request that includes a search argument; The Yahoo Form SB-2 discloses based upon interaction with the user, the Yahoo Form SB-2 discloses created a search request that includes a search argument. See Claim 1[preamble]. See Claim 1[a]. [b] transmitting to the advertising machine via the communications link the search request that includes the search argument; The Yahoo Form SB-2 discloses transmitting to the advertising machine via the 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; The Yahoo Form SB-2 discloses 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. [d] displaying the search results in a first display portion of a display of the data processing device; and The Yahoo Form SB-2 discloses displaying the search results in a first display portion of a display of the data processing device. See Claim 1[a]. See Claim 1[d]. See Claim 1[d]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-86 YAHOO ’183 Patent [e] displaying the at least one advertisement in a second display portion of the display of the data processing device. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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. The Yahoo Form SB-2 discloses 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: To the extent that this preamble may be construed to be limiting, the Yahoo Form SB-2 discloses this method. See Claim 9. [a] determining, via communication with the data processing device that the user does not select the at least one advertisement; and The Yahoo Form SB-2 discloses determining, via communication with the data processing device that the user did not select the at least one advertisement. [b] using the determination The Yahoo Form SB-2 discloses using the determination that the See Claim 8[a]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-87 YAHOO ’183 Patent that the user does not select the at least one advertisement in subsequent advertisement selection operations. 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: The Yahoo Form SB-2 discloses 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. [a] a communications interface operable to interface with the data processing device of the user via the communications link; The Yahoo Form SB-2 discloses a communications interface operable to interface with the data processing device of the user via the communications link. [b] a database search engine operable to: See Claim 1[preamble]. See Claim 1[a]. The Yahoo Form SB-2 discloses a database search engine. See Claim 1[b]. [c] receive from the data processing device via the communications link a search request that includes a search argument; and The Yahoo Form SB-2 discloses receiving from the data processing device via the communications link a search request that includes a search argument. See Claim 1[a]. [d] search at least one The Yahoo Form SB-2 discloses searching at least one database database using the search using the search argument to produce search results. argument to produce search results; See Claim 1[b]. [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 The Yahoo Form SB-2 discloses 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. [f] the advertising machine The Yahoo Form SB-2 discloses transmitting the search results See Claim 1[c]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-88 ’183 Patent YAHOO 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. 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. The Yahoo Form SB-2 discloses wherein the at least one advertisement includes a link to a website sponsoring the advertisement. See Claim 2. 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. The Yahoo Form SB-2 discloses 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 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 The Yahoo Form SB-2 discloses 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. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-89 YAHOO ’183 Patent least the search term. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-90 YAHOO ’883 Patent 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: The Yahoo Form SB-2 discloses 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. [a] creating user profile data for the user; The Yahoo Form SB-2 discloses creating user profile data for the user. See ’245 Patent Claim 1[preamble]. See ’245 Patent Claim 1[b]. [b] storing the user profile data; The Yahoo Form SB-2 discloses 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; The Yahoo Form SB-2 discloses receiving from the data processing device via the communications link a search request that includes a search argument. [d] searching at least one database having data network related information using the search argument to generate search results; The Yahoo Form SB-2 discloses searching at least one database having data network related information using the search argument to generate search results. [e] selecting at least one advertisement from an advertisement database relating to the search argument using the user profile data; and The Yahoo Form SB-2 discloses selecting at least one advertisement from an advertisement database relating to the search argument using the user profile data. [f] transmitting the search results together with the at The Yahoo Form SB-2 discloses transmitting the search results together with the at least one advertisement via the See ’245 Patent Claim 1[c]. See ’245 Patent Claim 1[d]. See ’245 Patent Claim 1[e]. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-91 YAHOO ’883 Patent least one advertisement via the communications link to the data processing device. communications link to the data processing device. See ’245 Patent Claim 1[f]. Claim 2 2. The method of claim 1, wherein the user profile data includes prior purchasing information regarding the user. The Yahoo Form SB-2 discloses wherein the user profile data includes prior purchasing information regarding the user. See ‘969 Patent Claim 2. 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, wherein storing the user profile data comprises storing the user profile data in a user profile database of the advertising machine. The Yahoo Form SB-2 discloses wherein storing the user profile data comprises storing the user profile data in a user profile database of the advertising machine. See Claim 1[b]. Claim 4 4. The methods of claim 1, wherein storing the user profile data comprises storing the user profile data on the data processing device. The Yahoo Form SB-2 discloses wherein storing the user profile data comprises storing the user profile data on the data processing device. See Claim 1[b]. Claim 5 5. The method of claim 1, wherein the user profile data is based upon prior search history of the user. The Yahoo Form SB-2 discloses 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, The Yahoo Form SB-2 discloses 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 ’969 Patent Claim 2. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-92 YAHOO ’883 Patent technological interests, geographical interests, environmental interests, and educational interests. 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. The Yahoo Form SB-2 discloses updating the user profile data based upon the search argument. See ’969 Patent Claim 3. Claim 8 8. The method of claim 1, The Yahoo Form SB-2 discloses updating the user profile data further comprising using data obtained via interaction with the data processing device. updating the user profile data using data obtained via See ‘969 Patent Claim 2. 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. The Yahoo Form SB-2 discloses sorting the search results based upon the user profile data. See ‘969 Patent Claims 1[b], [d], and [2]. Claim 10 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 least one advertisement from an advertisement database relating to the search argument using the user profile data comprise accessing distinct differing databases. The Yahoo Form SB-2 discloses searching at least one database having data network related information using the search argument to generate search results and selected at least one advertisement from an advertisement database relating to the search argument using the user profile data comprise accessing distinct differing databases. See ’969 Patent Claim 1[b] and [c]. Claim 20 GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-93 YAHOO ’883 Patent 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: The Yahoo Form SB-2 discloses 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. [a] a communications interface operable to interface with the data processing device of the user via the communications link; The Yahoo Form SB-2 discloses a communications interface operable to interface with the data processing device of the user via the communications link. [b] a database search engine operable to: See Claim 1[preamble]. See Claim 1[c]. The Yahoo Form SB-2 discloses a database search engine. See Claim 1[d]. [c] receive from the data processing device via the communications interface a search request that includes a search argument; and The Yahoo Form SB-2 discloses receiving from the data processing device via the communications interface a search request that included a search argument. See Claim 1[c]. [d] search at least one database having data network related information using the search argument to generate search results; The Yahoo Form SB-2 discloses searching at least one database having data network related information using the search argument to generate search result. [e] an associative search engine operable to: The Yahoo Form SB-2 discloses an associative search engine. See Claim 1[d]. See Claim 1[e]. [f] create user profile data for the user; The Yahoo Form SB-2 discloses creating user profile data for the user. See Claim 1[a]. [g] store the user profile data; and The Yahoo Form SB-2 discloses storing the user profile data. See Claim 1[b]. [h] select at least one advertisement from an advertisement database The Yahoo Form SB-2 discloses selecting at least one advertisement from an advertisement database relating to the search argument using the user profile data. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-94 YAHOO ’883 Patent relating to the search argument using the user profile data; and [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[e]. The Yahoo Form SB-2 discloses transmitting 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 machine of claim 20, wherein the user profile data includes prior purchasing information regarding the user. The Yahoo Form SB-2 discloses wherein the user profile data includes prior purchasing information regarding the user. See Claim 2. Claim 22 22. The advertising 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. The Yahoo Form SB-2 discloses wherein the associative search engine is operable to store the user profile data in a user profile database of the advertising machine. See Claim 3. Claim 23 23. The advertising 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. The Yahoo Form SB-2 discloses wherein the associative search engine is operable to transmit the user profile data via the communications interface to the data processing device for storage. See Claim 4. Claim 24 24. The advertising machine of claim 20, wherein the user profile data is based upon prior The Yahoo Form SB-2 discloses wherein the user profile data is based upon prior search history of the user. See Claim 5. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-95 YAHOO ’883 Patent search history of the user. 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, and educational interests. The Yahoo Form SB-2 discloses 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 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. The Yahoo Form SB-2 discloses wherein the at least one database having data network related information and the advertisement database comprise distinct differing databases. See Claim 10. GOOGLE’S INVALIDITY CONTENTIONS CHART A-48 PAGE A-48-96

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