Case 1:18-cv-00943-RGA Document 9-1 Filed 07/17/18 Page 1 of 19 PageID #: 67
`Case 1:18-cv-00943-RGA Document 9-1 Filed 07/17/18 Page 1 of 19 PagelD #: 67
`
`
`
`
`
`EXHIBIT A
`EXHIBIT A
`
`

`

`Case 1:18-cv-00943-RGA Document 9-1 Filed 07/17/18 Page 2 of 19 PageID #: 68
`111111
`1111111111111111111111111111111111111111111111111111111111111
`US009830615B2
`
`c12) United States Patent
`Shkedi
`
`(10) Patent No.:
`(45) Date of Patent:
`
`US 9,830,615 B2
`*Nov. 28, 2017
`
`(54)
`
`ELECTRONIC AD DIRECTION THROUGH A
`COMPUTER SYSTEM CONTROLLING AD
`SPACE ON MULTIPLE MEDIA PROPERTIES
`BASED ON A VIEWER'S PREVIOUS
`WEBSITE VISIT
`
`(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 of this
`patent is extended or adjusted under 35
`U.S.C. 154(b) by 0 days.
`
`This patent is subject to a terminal dis(cid:173)
`claimer.
`
`(21) Appl. No.: 15/360,762
`
`(22) Filed:
`
`Nov. 23, 2016
`
`(65)
`
`Prior Publication Data
`
`(56)
`
`References Cited
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`U.S. PATENT DOCUMENTS
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`FOREIGN PATENT DOCUMENTS
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`(Continued)
`
`Primary Examiner- Kostas Katsikis
`(74) Attorney, Agent, or Firm- Louis J. Hoffman; David
`S.Alavi
`
`US 2017/0076326 Al Mar. 16, 2017
`
`(57)
`
`ABSTRACT
`
`Related U.S. Application Data
`
`(63) Continuation of application No. 14/960,237, filed on
`Dec. 4, 2015, now Pat. No. 9,508,089, which is a
`(Continued)
`
`(51)
`
`(2012.01)
`(2006.01)
`
`Int. Cl.
`G06Q 30102
`H04L 29108
`(52) U.S. Cl.
`CPC ......... G06Q 3010255 (2013.01); G06Q 30102
`(2013.01); G06Q 3010241 (2013.01);
`(Continued)
`(58) Field of Classification Search
`CPC G06C 30/02; G06C 30/0255; G06C 30/0241;
`G06C 30/0242; G06C 30/0246;
`(Continued)
`
`An automatic system facilitates selection of media proper(cid:173)
`ties on which to display an advertisement, responsive to a
`profile collected on a first media property, where a behav(cid:173)
`ioral-targeting company calculates expected profit for an ad
`correlated with the profile and arranges for the visitor to be
`tagged with a tag readable by the selected media property.
`The profit 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 might like to deliver
`ads to the profiled visitor. When the calculated profit is
`positive (i.e., not a loss), the BT company arranges 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
`
`FIRST MEDIA
`PROPERTY/
`PROFILE SUPPLIER
`(E.G., SITE SERVER)
`
`61 a SECOND MEDIA
`
`PROPERTY "B"
`(AD NETWORK
`SERVER)
`
`10
`
`

`

`Case 1:18-cv-00943-RGA Document 9-1 Filed 07/17/18 Page 3 of 19 PageID #: 69
`
`US 9,830,615 B2
`Page 2
`
`Related U.S. Application Data
`
`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.
`
`(60) Provisional application No. 60/805,119, filed on Jun.
`19, 2006, provisional application No. 60/804,937,
`filed on Jun. 16, 2006.
`
`(52) U.S. Cl.
`CPC ..... G06Q 3010242 (2013.01); G06Q 3010246
`(2013.01); G06Q 3010247 (2013.01); G06Q
`3010249 (2013.01); G06Q 3010269 (2013.01);
`G06Q 3010273 (2013.01); G06Q 3010277
`(2013.01); H04L 67122 (2013.01); H04L
`671306 (2013.01)
`
`(58) Field of Classification Search
`CPC ............ G06C 30/0247; G06C 30/0249; G06C
`30/0269; G06C 30/0273; G06C 30/0277;
`H04L 67/22; H04L 67/306
`See application file for complete search history.
`
`(56)
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`

`

`Case 1:18-cv-00943-RGA Document 9-1 Filed 07/17/18 Page 4 of 19 PageID #: 70
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`US 9,830,615 B2
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`

`

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`2012/0209706 A1
`8/2012
`Ramer eta!.
`2012/0209707 A1
`8/2012
`Ramer eta!.
`2012/0209708 A1
`8/2012
`Ramer eta!.
`2012/0209709 A1
`8/2012
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`2012/0215635 A1
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`2013/0097019 A1
`4/2013
`Ferber eta!.
`2013/0097026 A1
`4/2013
`2013/0254035 A1 * 9/2013 Ramer
`
`G06Q 30/0267
`705/14.62
`
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`
`2012-073990
`JP
`10-2001-0096343
`KR
`20020037411
`KR
`10-2004-0099222
`KR
`wo
`W09721183 A1
`wo 99/44159
`wo
`wo
`W09957660 A1
`wo 01154034
`wo
`wo wo 2004/084109
`wo wo 2005/046237
`
`4/2012
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`

`

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`

`

`Case 1:18-cv-00943-RGA Document 9-1 Filed 07/17/18 Page 7 of 19 PageID #: 73
`
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`* cited by examiner
`
`

`

`Case 1:18-cv-00943-RGA Document 9-1 Filed 07/17/18 Page 8 of 19 PageID #: 74
`
`U.S. Patent
`
`Nov. 28, 2017
`
`Sheet 1 of 3
`
`US 9,830,615 B2
`
`petermine anticipated profi~ 2000
`w
`jSelect media properties that will produce a profi~ 3000
`w
`jArrange storage of tagj 4000
`
`FIG. 1
`
`

`

`Case 1:18-cv-00943-RGA Document 9-1 Filed 07/17/18 Page 9 of 19 PageID #: 75
`
`U.S. Patent
`
`Nov. 28, 2017
`
`Sheet 2 of 3
`
`US 9,830,615 B2
`
`!Receive redirected computer and visitor profile informatiorl 100
`
`!Recognize action conducted on sitel 200
`
`K."=ategorize action (optional)j 300
`
`!Calculate expected revenuej 400
`
`""
`""
`""
`""
`
`jSelect media properties for ad based on profit determinatiorl 500
`
`FIG. 2
`
`

`

`Case 1:18-cv-00943-RGA Document 9-1 Filed 07/17/18 Page 10 of 19 PageID #: 76
`
`BTCOMPANY
`SERVER
`
`60
`
`AD SPACE
`ON SITE 1
`
`61
`
`620
`
`SECOND MEDIA
`PROPERTY "B"
`(AD NETWORK
`SERVER)
`
`40
`
`50
`
`FIG. 3
`
`FIRST MEDIA
`PROPERTY/
`PROFILE SUPPLIER
`(E.G., SITE SERVER)
`
`·20
`
`2
`
`~
`
`USER/VISITOR
`COMPUTER
`
`10
`
`SECOND MEDIA
`PROPERTY"A"
`(E.G., SITE SERVER)
`
`e •
`
`00
`•
`~
`~
`~
`
`~ = ~
`
`z 0
`
`~
`N
`~CIO
`N
`
`0 ....
`
`-....l
`
`rFJ =(cid:173)
`.....
`
`('D
`('D
`
`(.H
`
`0 .....
`
`(.H
`
`d
`rJl
`.. :...c
`00 w
`... =
`0'1
`""""' U'l = N
`
`

`

`Case 1:18-cv-00943-RGA Document 9-1 Filed 07/17/18 Page 11 of 19 PageID #: 77
`
`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
`WEBSITE VISIT
`
`CROSS REFERENCE TO RELATED
`APPLICATIONS
`
`This application is a continuation of application Ser. No.
`14/960,237, filed Dec. 4, 2015, now U.S. Pat. No. 9,508,089,
`which is a continuation of application Ser. No. 14/620,502,
`filed Feb. 17, 2015, which is a continuation of application
`Ser. No. 14/201,494, filed Mar. 7, 2014, now U.S. Pat. No.
`8,959,146, which is a continuation of application Ser. No.
`13/491,454, filed Jun. 7, 2012, now U.S. Pat. No. 8,671,139,
`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 U.S. 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.
`
`FIELD OF THE INVENTION
`
`The present invention generally relates to profile-based
`behavioral targeting advertisement placement methods.
`More specifically, 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(cid:173)
`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
`computer is 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 other sites, 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
`needs to redirect visitors from the site to the DoubleClick ad
`server, to fetch the ad from the server. Following the 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
`
`2
`cookies and then recognize that it encountered