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 9

ular period of time and in a particular place.
Subscriptions can provide more revealing data,
giving advertisers a better picture of available c6nsumers. The better the readership data available
for a publication, the better an advertiser can target consumers with a specific advertising message
(and the more money a publication can charge for
advertising).
In direct mailings, advertisers pay for consumer
mailing lists that contain a specific set of targeted
data. Often, the ads distributed through this medium aim for a very specific audience, exposing
them to a custom-marketed product or set of services.
While using CD-ROMs, floppy disks, and VHS
tapes has become popular in direct mail campaigns, advertisers have no highly reliable way to
target a "rich media" ad to a specific set of conRick Dedrick sumers. Selecting one of the more targeted media
Intel Architecture Labs (direct mail flyers and magazines) limits advertisers to print advertising. If they include audio- or
video-based messages (such as those available on
elevision, radio, newspaper, and mag- radio and TV), advertisers surrender some cerazine advertising pay for much of the tainty that ads will reach the targeted consumers.
cost of bringing these media to conCorrelating increased sales to a particular
sumers. Advertisers heavily subsidize broadcast ad or campaign in traditional media is
their delivery mechanisms, making them afford- more art than science. Tracking changes in conable. However, these media do not offer equal sumption behavior due to advertising in these
ability to tailor advertisements to a specific demo- media succeeds on an aggregate basis only.
graphic and psychographic (hereafter referred to Moving into the electronic realm, to track adveras "targeted") set of consumers. Demographic tising hit-or-miss rates on an individual basis
data include variables such as age, sex, income, requires an end-to-end electronic content distriband marital status. Psychographic data include ution solution.
likes and dislikes, color preferences, and personality traits that show consumer behavioral characteristics.
Invitation to Readers
In television and radio, advertisers broadcast
This article represents ideas learned from
brand-awareness messages to a diverse audience
work in progress for a current software engito grow brand recognition. Thanks to the Nielson
neering project in interactive electronic adverratings, advertisers have a rough idea of consumer
tising. I welcome comments and collaboration
demographics within the reception radius of each
from all interested parties--lively brainstorming
distribution node. Unfortunately, not all desired
sessions are fun as well as productive. Future
consumers will tune in at the date and time the
plans for this proiect include the development of
advertiser’s commercial is broadcast. The ad’s sucelectronic yellow pages and electronic classified
cess depends on the number of desirable conservices, design and development of some of the
sumers exposed to it, but broadcast media have
base technologies listed here, and integration
varying levels of success--and reliability--in provwith other existing technologies. I hope these
ing to advertisers how many consumers saw or
efforts will lead to a robust interactive electronheard a particular ad.
ic advertising solution for tomorrow’s electronic
Newspapers and magazines primarily rely on
content consumers.
subscriptions and newspaper stand sales for dis--R. Dedrick
tribution. Newspapers and magazines sold
rdedrick@ibea m.jf.intel.com
through news stands offer no statistics other than
the raw numbers of publications sold in a partic-

A Consumption

Model for Targeted

Electronic
Advertising
Information
distribution
networks will give
consumers access
to rich-mediabased electronic
content in both
business and
home settings.
Electronic
advertising will
become an
integral
component of
such networks,
subsidizing
consumption
while providing a
new service for
consumers
without invading
their personal
space. The
consumption
model presented
here explains how
consumer-driven
advertising might
develop--and why
it probably won’t
be soon.

T

1070-986X/95/$4.00 © 1995 IEEE

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