Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 1 of 19 PageID #: 15
`Case 1:18-cv-00943-RGA Document1-1 Filed 06/26/18 Page 1 of 19 PagelD #: 15
`
`
`
`
`
`EXHIBIT A
`EXHIBIT A
`
`

`

`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 2 of 19 PageID #: 16
`eeeSESEEAE
`
`US009830615B2
`
`a2) United States Patent
`US 9,830,615 B2
`(0) Patent No.:
`*Nov. 28, 2017
`(45) Date of Patent:
`Shkedi
`
`(54) ELECTRONIC AD DIRECTION THROUGH A
`COMPUTER SYSTEM CONTROLLING AD
`SPACE ON MULTIPLE MEDIA PROPERTIES
`BASED ON A VIEWER’S PREVIOUS
`WEBSITEVISIT
`
`(71) Applicant: AlmondNet, Inc., Long Island City, NY
`(US)
`
`(72)
`
`Inventor:
`
`Roy Shkedi, Forest Hills, NY (US)
`
`(73) Assignee: AlmondNet, Inc., Long Island City, NY
`(US)
`
`(*) Notice:
`
`Subject to any disclaimer, the term ofthis
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 0 days.
`
`This patent is subject to a terminal dis-
`claimer.
`
`(56)
`
`References Cited
`U.S. PATENT DOCUMENTS
`
`5,220,655 A
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`
`6/1993 Tsutsui
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`
`FOREIGN PATENT DOCUMENTS
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`
`(Continued)
`
`(21)
`
`Appl. No.: 15/360,762
`
`(22)
`
`Filed:
`
`Nov. 23, 2016
`
`Primary Examiner — Kostas Katsikis
`(74) Attorney, Agent, or Firm — Louis J. Hoffman; David
`S. Alavi
`
`Prior Publication Data
`
`US 2017/0076326 Al
`
`Mar. 16, 2017
`
`(57)
`
`ABSTRACT
`
`Related U.S. Application Data
`
`Continuation of application No. 14/960,237, filed on
`Dec. 4, 2015, now Pat. No. 9,508,089, which is a
`(Continued)
`
`(51)
`
`Int. Cl.
`
`(52)
`
`(58)
`
`G06Q 30/02
`HOAL 29/08
`USS. Cl.
`
`(2012.01)
`(2006.01)
`
`CPC oo... G0630/0255 (2013.01); G06 30/02
`(2013.01); G06Q 30/0241 (2013.01);
`(Continued)
`Field of Classification Search
`CPC G06C 30/02; GO6C 30/0255; GO6C 30/0241;
`GO6C 30/0242; GO6C 30/0246;
`(Continued)
`
`An automatic system facilitates selection of media proper-
`ties on which to display an advertisement, responsive to a
`profile collected on a first media property, where a behav-
`ioral-targeting company calculates expected profit for an ad
`correlated with the profile and arrangesfor the visitor to be
`tagged with a tag readable by the selected media property.
`Theprofit can be calculated by deducting, from the revenues
`that are expected to be generated from an ad delivered based
`on the collected profile, at least the price of ad space at a
`media property where the BT company mightlike to deliver
`ads to the profiled visitor. When the calculated profit is
`positive (1.e., not a loss), the BT companyarranges for the
`visitor to be tagged with a tag readable by the selected media
`property through which the BT company expects to profit.
`
`17 Claims, 3 Drawing Sheets
`
`(65)
`
`(63)
`
`
`FIRST MEDIA
`
`PROPERTY!
`
`
`PROFILE SUPPLIER
`(E.G., SITE SERVER)
`
`
`BTCOMPANY
`
`SERVER
`
`8
`
`
`
`20
`810
`~
`..,
`INTERNET
`
`USERIVISITOR
`COMPUTER
`
`
`
`
`
`80
`t
`AD SPACE
`ON SITE 1 Ay
`
`
`
`
`SECOND MEDIA
`
`PROPERTY "B"
`{AD NETWORK
`SERVER)
`
`SECOND MEDIA
`PROPERTY "A"
`
`(E.G,, SITE SERVER)
`
`
`641
`
`AD SPACE
`ON SITE 2
`
`
`
`
`
`

`

`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 3 of 19 PageID #: 17
`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 3 of 19 PagelD #: 17
`
`US 9,830,615 B2
` Page 2
`
`Related U.S. Application Data
`:
`fo.
`:
`continuation of application No. 14/620,502, filed on
`Feb. 12, 2015, now Pat. No. 9,208,514, which is a
`continuation of application No. 14/201,494, filed on
`Mar. 7, 2014, now Pat. No. 8,959,146, which is a
`continuation of application No. 13/491,454, filed on
`Jun. 7, 2012, now Pat. No. 8,671,139, which is a
`continuation of application No. 12/823,709, filed on
`Jun. 25, 2010, now Pat. No. 8,204,783, which is a
`:
`.
`.
`continuation of application No. 11/763,286, filed on
`Jun. 14, 2007, now Pat. No. 7,747,745.
`oe
`or
`(60) Provisional application No. 60/805,119,filed on Jun.
`19, 2006, provisional application No. 60/804,937,
`filed on Jun. 16, 2006.
`
`(52) US. cl.
`CPC ..... G06Q 30/0242 (2013.01); GO6Q 30/0246
`(2013.01); G06Q 30/0247 (2013.01); G06
`30/0249 (2013.01); GO6Q 30/0269 (2013.01);
`G06Q 30/0273 (2013.01); GO6Q 30/0277
`(2013.01); HO4L 67/22 (2013.01); HO4L
`67/306 (2013.01)
`
`(56)
`
`(58) Field of Classification Search
`CPC veessecece GO6C 30/0247; GO6C 30/0249; GO6C
`30/0269; GO6C 30/0273; GO6C 30/0277,
`HO4L 67/22; HO4L 67/306
`See application file for complete search history.
`‘
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`

`

`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 4 of 19 PageID #: 18
`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 4 of 19 PagelD #: 18
`
`US 9,830,615 B2
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`
`

`

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`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 5 of 19 PagelD #: 19
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`US 9,830,615 B2
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`

`

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`Page 7 of 19 PagelD #: 21
`Case 1:18-cv-00943-RGA Document1-1 Filed 06/26/18
`
`US 9,830,615 B2
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`
`* cited by examiner
`
`

`

`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 8 of 19 PageID #: 22
`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 8 of 19 PagelD #: 22
`
`U.S. Patent
`
`Nov.28, 2017
`
`Sheet 1 of3
`
`US 9,830,615 B2
`
`[Receive profile information 1000
`
`Determine m=ated profit) »q99
`
`Select media properties that will produce a profit 459,
`
`Arrange storage oftag) snqq
`
`FIG. 1
`
`

`

`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 9 of 19 PageID #: 23
`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 9 of 19 PagelD #: 23
`
`U.S. Patent
`
`Nov. 28, 2017
`
`Sheet 2 of 3
`
`US 9,830,615 B2
`
`
`
`
`
`Receive redirected computer andvisitor profile information 100
`VY
`
`
`
`
`
`Recognize action conducted onsite 200
`\V
`
`
`
` Categorize action (optional)
`
`300
`
`
`
`
`
`
`Calculate expected revenue
`\V
`
`400
`
`
`
`
`
`Select media properties for ad based on profit determination 500
`
`FIG. 2
`
`

`

`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 10 of 19 PageID #: 24
`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 10 of 19 PagelD #: 24
`
`U.S. Patent
`
`Nov.28, 2017
`
`Sheet 3 of 3
`
`US 9,830,615 B2
`
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`

`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 11 of 19 PageID #: 25
`Case 1:18-cv-00943-RGA Document 1-1 Filed 06/26/18 Page 11 of 19 PagelD #: 25
`
`US 9,830,615 B2
`
`1
`ELECTRONIC AD DIRECTION THROUGH A
`COMPUTER SYSTEM CONTROLLING AD
`SPACE ON MULTIPLE MEDIA PROPERTIES
`BASED ON A VIEWER’S PREVIOUS
`WEBSITEVISIT
`
`CROSS REFERENCE TO RELATED
`APPLICATIONS
`
`2
`cookies and then recognize that it encountered the same
`visitor in the past. In this example, the DoubleClick ad
`server recognizes the visitor as someone who visited the
`ford.com site.
`AlmondNet, Tacoda, RevenueScience, and other compa-
`nies (herein “BT companies”; “BT” stands for behavioral
`targeting) specialize in targeting ads based on observed
`behavior ofsites’ visitors. BT companies place a cookie (or
`cookies) on the computers of visitors to specific sections of
`a publisher’s website or on the computers of visitors of the
`This application is a continuation of application Ser. No.
`publisher who conducted a specific action such as search,
`14/960,237, filed Dec. 4, 2015, now U.S. Pat. No. 9,508,089,
`click content, click an ad, request information, acquire a
`which is a continuation of application Ser. No. 14/620,502,
`product, etc.
`filed Feb. 17, 2015, which is a continuation of application
`The placement of cookies allows those publishers or the
`Ser. No. 14/201,494, filed Mar. 7, 2014, now U.S. Pat. No.
`BT companyitself to sell ads to advertisers. Those ads will
`8,959,146, which is a continuation of application Ser. No.
`be presented to the visitors when they are foundlater on the
`13/491,454, filed Jun. 7, 2012, now U.S. Pat. No. 8,671,139,
`same site or on other sites. Such sites can be eitherasite
`which is a continuation of application Ser. No. 12/823,709,
`filed Jun. 25, 2010, now U.S. Pat. No. 8,204,783, which is
`a continuation of application Ser. No. 11/763,286, filed Jun.
`14, 2007, now US. Pat. No. 7,747,745, which claims the
`benefit of provisional application Ser. No. 60/804,937, filed
`Jun. 16, 2006, and provisional application Ser. No. 60/805,
`119, filed Jun. 19, 2006, which are herein incorporated by
`reference.
`
`10
`
`15
`
`20
`
`25
`
`FIELD OF THE INVENTION
`
`The present invention generally relates to profile-based
`behavioral
`targeting advertisement placement methods.
`Morespecifically, the present invention relates to electronic
`advertisement placement based on expected profit from the
`placement.
`
`BACKGROUND OF THE INVENTION
`
`DoubleClick’s “Boomerang” is a service for advertisers
`that places a cookie on computers of visitors to an adver-
`tiser’s site for the purpose of finding those visitors on other
`sites where DoubleClick is the ad server (“ad” is short for
`advertisement). When the same visitors are found on those
`other sites, additional advertiser’s ads are served to them by
`the DoubleClick ad sever or by the advertiser’s ad server
`following a redirect from the DoubleClick ad server.
`The only server that can read a cookie on a user’s
`computeris a server operating under the same domain as the
`server that placed the cookie on a user’s computer to begin
`with. In other words, a cookie placed by a server operating
`under one domain cannot be read by another server working
`under a separate domain. That is why the advertiser cannot
`expect to place a cookie of its own (e.g., ford.com cookie)
`on a visitor to its site and then later expect the DoubleClick
`ad server (doubleclick.com) to be able to recognize the
`visitor when that visitor is visiting sites where DoubleClick
`serves ads by reading the ford.com cookies. Only a server
`operating under the DoubleClick domain can read a cookie
`placed by a server operating under the DoubleClick domain.
`So, DoubleClick needs to place a doubleclick.com cookie on
`visitors to the ford.com site for DoubleClick to later find
`those visitors within othersites, i.e., where the DoubleClick
`ad server is used to serve ads.
`For a site to have its ad served by an ASP-hosted ad
`server, such as the one operated by DoubleClick, the site
`needsto redirect visitors from thesite to the DoubleClick ad
`
`server, to fetch the ad from the server. Followingthe redirect
`from the site, the visitor accesses the DoubleClick ad server.
`Because the DoubleClick server is operating under the
`DoubleClick domain, it can read the DoubleClick cookie or
`
`30
`
`35
`
`40
`
`45
`
`50
`
`55
`
`60
`
`65
`
`where the BT company’s software is used or a site where the
`BT company has bought media. The BT company may buy
`the media on behalf of itself or on behalf of the publisher,
`whois interested in delivering ads to its audience outside the
`publisher’s site.
`Although a BT company (AlmondNet, Tacoda, Revenue-
`Science, etc.) acts as an agent that places cookies on th