Rockstar Consortium US LP et al v. Google Inc

Filing 92

MOTION for Leave to File A Supplemental Brief In Response To Googles Motion To Transfer In Light Of Newly-Acquired Evidence by NetStar Technologies LLC, Rockstar Consortium US LP. (Attachments: # 1 Text of Proposed Order Granting Motion for Leave to File a Supplemental Brief In Response to Google's Motion to Transfer in Light of Newly-Acquired Evidence, # 2 Supplement Plaintiffs' Supplemental Brief In Response to Google's Motion to Transfer, # 3 Affidavit of Amanda Bonn In Support of Plaintiffs' Supplemental Brief In Response to Google's Motion to Transfer, # 4 Exhibit 1, # 5 Exhibit 2, # 6 Exhibit 3, # 7 Exhibit 4, # 8 Exhibit 5, # 9 Exhibit 6, # 10 Exhibit 7, # 11 Exhibit 8, # 12 Exhibit 9, # 13 Exhibit 10, # 14 Exhibit 11, # 15 Exhibit 12, # 16 Exhibit 13, # 17 Exhibit 14, # 18 Exhibit 15, # 19 Exhibit 16, # 20 Exhibit 17, # 21 Exhibit 18, # 22 Exhibit 19, # 23 Exhibit 20, # 24 Exhibit 21, # 25 Exhibit 22, # 26 Exhibit 23, # 27 Exhibit 24, # 28 Exhibit 25, # 29 Exhibit 26, # 30 Exhibit 27, # 31 Exhibit 28, # 32 Exhibit 29, # 33 Exhibit 30)(Bonn, Amanda)

Exhibit 8

Interactive Electronic Advertising
Rick Dedrick
Intel Corp., Media Delivery Lab
2111 NE 25 th Avenue
Hillsboro, OR 97124
[e-mail]

n. ADVERTISING IN TODAYS MEDIA

Abstract ~ Electronic content (information) distribution
networks are moving from drawing boards into test beds,
and may soon provide consumers access to rich media-based
electronic content in both business and home settings. This
paper predicts that electronic advertising will become an
integral component of any such content distribution
networks that will provide electronic content to consumers
at rates affordable to consumers. A model for electronic
advertising subsidizing electronic content consumption is
developed. This will help consumers affordably consume a
wide variety of electronic content, while also providing a new
service for consumers without invading the consumer's
personal space.

Today, television, radio, newspaper, and magazine
advertising pays for a major portion of the cost of bringing
each of these media to the consumer's kitchen table. This
leads to two important points. First, advertisers heavily
subsidize these media delivery mechanisms, making them
affordable to the consumer. Second, these media are not
created equal with regard to the ability of an advertiser to
correctly target an advertisement to a specific
"demographic and psychographic-specific" (hereafter
referred to as "targeted") set of consumers.

I. INTRODUCTION

In television and radio, advertisers broadcast brand
awareness messages to a diverse audience to grow specific
brand recognition among these consumers. Due to the
broadcast nature of these media, an advertiser has a rough
idea (via the Nielson ratings) of consumer demographics
available within the reception radius of each media
Unfortunately, not all desired
distribution node.
consumers are going to tune into the medium at the date
and time at which the advertiser's commercial is
broadcast. The advertisement's success depends upon the
number of desirable consumers exposed to the
advertisement.

This paper discusses several elements of interactive
electronic advertisements. First, a discussion is presented
on why electronic advertising is important in the era of
the information superhighway and how this new medium
may provide advertising that is consumer-driven, rather
than being yet another invasive technology demanding of
a person's scarce time and attention resources. Examples
are given of potential electronic advertisement structure
and usage, along with a sample business model to be used
for the consumption of electronic advertising.
Second, technologies are highlighted that can be used in
concert with electronic advertisements as well as
technologies required to enable such advertisements to be
made readily accessible to consumers sitting at endpoints
on an electronic content distribution network. Typical
consumption devices are personal home computers that
are connected to an electronic content distribution
network via transport technologies such as cable, satellite,
ISDN, POTS, and wireless, each of which has its
advantages and drawbacks in this environment.

These broadcast media have varying levels of success
and reliability in proving to advertisers how many
desirable consumers were exposed to a particular
advertisement.
In newspapers and magazines, subscriptions and
newspaper stands are the primary
distribution
mechanisms in use today. For those newspapers and
magazines sold through news stands, there are no targeted
statistics available, other than the raw numbers of the
publications that were sold in a particular period of time.
Magazine subscriptions are able to extract more targeted
data from subscribers than news stand sales, giving
advertisers a better targeted picture of available
consumers. The better the targeted readership data
available for a publication, the better an advertiser is able
to target a consumer with a specific advertising message

Finally, there is a discussion of some of the factors
currently constraining a rich media content distribution
network, containing interactive electronic advertisements,
from being a turnkey system widely available from any
one company within the next couple of years.

0-7803-2076-X/94/$4.00 © 1994 IEEE

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