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 21

Ubiquitous Advertising on the WWW: Merging Advertisement on the B...

http://www.ra.ethz.ch/CDStore/www5/www370/overview.htm

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Journal reference: Computer Networks and ISDN Systems, Volume 28, issues 7-11, p. 1493.

Ubiquitous Advertising on the WWW: Merging Advertisement on
the Browser
You,ii Kohda and Susumu Endo
Fujitsu Laboratories Ltd.
1-9-3 Nakase, Mihama-ku, Chiba-shi, Chiba 261, Japan
E-maih {kohda, susumu}@iias.flab.fujitsu.co.jp
Tel: [phone]
Fax: [phone]

Keywords
World Wide Web, advertisement, advertising agent, 1:1 future, Web server, Web browser, Web page, Web site

Abstract
We propose a new advertising framework on the WWW. Some popular WWW sites now provide advertising
space in their Web pages. However the actual effectiveness of the advertising is questionable. In our
advertising framework, an advertising agent is placed between advertisers and users. The agent’s business is
to deliver advertisements to users who wish to see advertisements on their Web browser. Users will see a
variety of advertisements at the sites they visit, even if the sites have no advertisements on the Web servers.
This will make the advertising business on the WWW really ubiquitous.

1. Introduction
To sell goods or services, advertisement is the first step to making them available to the public. TV and
newspapers are representative media that have advertising spaces for commercial purposes. The operational
cost of commercial TV stations and newspaper publishing companies is covered by the advertising revenue.
This makes it possible for people to receive TV programs at no charge and to subscribe to newspapers very
cheaply.
The World Wide Web is a new way of presenting information to the public via the Internet. Advertising on
the World Wide Web has increased rapidly over the last few years. However, the mode of advertising has so
far been similar to that used in TV and newspapers in essence.
Service providers on the WWW such as Yahoo! [1 ], a popular Internet directory service, prepare advertising
space in their Web pages and sell this space to advertisers by the hour. The anchors (links to advertiser’s Web
servers) are placed on the sold small spaces, and are displayed to users as small clickable images. When they
click one of the anchors, they are then connected to that advertiser’s own commercial Web server.
WWW advertising in its current state is better than nothing, but the cost benefit is questionable for the

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