Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 1 of 22 PageID #: 506
`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 1 of 22 PagelD #: 506
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`EXHIBIT 10
`EXHIBIT 10
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 2 of 22 PageID #: 507
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`Claim 1
`1[pre]. An automated method of
`collecting profiles of Internet-using
`entities, the method comprising:
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`Exhibit 10 - U.S. Patent No. 8,494,904 (“’904 Patent”)
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`Lotame’s Infringement
`Lotame performs an automated method of collecting profiles of Internet-using entities.
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`See, e.g., evidence and analysis for claim limitations (a)-(d) below;
`https://www.lotame.com/lotame-data-exchange/:
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`Lotame Data
`Exchange
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`The World’s Largest, Trusted Data Marketplace
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`Buyers have ready access to thousands of high-quality audience segments in
`the world via Lotame’s second- and third-party data marketplaces. Choose
`from pre-packaged, custom, or proprietary Lotame Precision Demographic
`and Intent audiences. Meet your unique data needs by connecting
`directly with our dedicated data experts for help with pre-sale, RFPs, or
`current campaigns.
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 3 of 22 PageID #: 508
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`Get the Data You Need, Where
`You Need It
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`Marketers & Agencies | Publishers & Media Companies | Platforms
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`No matter where you sit, harness the power of third-party data — with or
`without third-party cookies — from the largest, highest quality data
`marketplace in the world. Lotame’s audience segments are available in 50+
`advertising platforms, including Google, The Trade Desk, Xandr, and more.
`See our Partners and Integrations to learn more.
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`; https://my.lotame.com/t/p8yyptf#monetizing‐with‐
`behavior‐amp‐sightings‐information:
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`Monetizing with Behavior & Sightings Information
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`https://my.lotame.com/category/lightning-tag:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 4 of 22 PageID #: 509
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`(a) electronically receiving at a
`programmed computer system coupled
`to a global computer network, from at
`least one server controlled by one of a
`plurality of unaffiliated third parties, an
`electronically URL-redirected partial
`profile of an entity that uses a user
`computer coupled to the global
`computer network to access a website,
`which partial profile is available to one
`of the third parties and contains at least
`one profile attribute related to the entity,
`which partial profile is received along
`with an identification of the one of the
`third parties that contributed the partial
`profile, and automatically with the
`computer system storing the received
`partial profile;
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`Lotame performs a method comprising electronically receiving at a programmed computer
`system coupled to a global computer network, from at least one server controlled by one of a
`plurality of unaffiliated third parties, an electronically URL-redirected partial profile of an entity
`that uses a user computer coupled to the global computer network to access a website, which
`partial profile is available to one of the third parties and contains at least one profile attribute
`related to the entity, which partial profile is received along with an identification of the one of the
`third parties that contributed the partial profile, and automatically with the computer system
`storing the received partial profile.
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`For example, Lotame (e.g., through its Accused Instrumentalities) electronically receives and
`stores an electronically URL-redirected partial profile (e.g., browsing information) of a computer
`user from a server controlled by an unaffiliated third party (e.g., one of Lotame’s data providers,
`advertising partners, clients, or affiliates) along with an identification of which third party sent the
`data, i.e., the partial profile, to Lotame. The partial profile contains profile attribute information
`related to that user (e.g., data about a user based on that user’s activity on a website).
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`See, e.g., https://my.lotame.com/t/g9hxvnw/lt-js-detailed-reference-guide:
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` https://my.lotame.com/t/g9hxvnw/lt-js-detailed-reference-guide:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 5 of 22 PageID #: 510
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 6 of 22 PageID #: 511
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 7 of 22 PageID #: 512
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`; https://my.lotame.com/t/83hxvnt/lt-js-basic-implementation:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 8 of 22 PageID #: 513
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`https://my.lotame.com/t/p8hxvnd/lt-js-data-collection-guide:
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` https://www.lotame.com/legal/definitions/:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 9 of 22 PageID #: 514
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` https://tealium.com/integrations/lotame-lightning/:
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` https://my.lotame.com/t/p8yyptf/use-case-lotame-data-exchange:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 10 of 22 PageID #: 515
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 11 of 22 PageID #: 516
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 12 of 22 PageID #: 517
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 13 of 22 PageID #: 518
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`(b) automatically with the computer
`system electronically adding the
`received partial profile to a maintained
`profile believed to be related to the
`same entity;
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`Lotame, automatically with the computer system, electronically adds the received partial profile
`to a maintained profile believed to be related to the same entity.
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`For example, Lotame (e.g., through its Accused Instrumentalities) automatically adds the
`received partial profile to a maintained profile (e.g., all profile information associated with the ID
`that Lotame has for that user) believed to be related to the same user of the computer.
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`See, e.g., evidence and analysis for claim limitation 1(a); https://www.lotame.com/products/data-
`stream/:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 14 of 22 PageID #: 519
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`https://my.lotame.com/t/p8yyptf/use-case-lotame-data-exchange:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 15 of 22 PageID #: 520
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`(c) automatically with the computer
`system generating and storing an
`electronic record of which of the
`plurality of unaffiliated third parties
`contributed to the maintained profile
`particular profile attributes;
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`Lotame automatically with the computer system generates and stores an electronic record of
`which of the plurality of unaffiliated third parties contributed to the maintained profile particular
`profile attributes.
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`For example, Lotame (e.g., through its Accused Instrumentalities) generates and stores an
`electronic record indicating which third party supplied profile attributes used to update the
`maintained profile, because Lotame knows, e.g., which third party sent the data to Lotame.
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`See, e.g., evidence and analysis for claim limitations 1(a)-(c); ;
`https://my.lotame.com/t/g9hxvnw/lt-js-detailed-reference-guide:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 16 of 22 PageID #: 521
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` https://my.lotame.com/t/p8yyptf/use-case-lotame-data-exchange:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 17 of 22 PageID #: 522
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`(d) wherein the maintained profile,
`including the added partial profile,
`comprises data used in targeting third-
`party advertisements to the user
`computer over the global computer
`network.
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`In the automated method performed by Lotame, the maintained profile, including the added
`partial profile, comprises data used in targeting third-party advertisements to the user computer
`over the global computer network.
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`For example, the maintained profile (which includes the added partial profile information)
`includes data collected when a user visited a website, such as user action on a website (e.g.,
`searched for a flight ticket) or data provided by a user on a website (e.g. demographic
`information), that Lotame (e.g., through its Accused Instrumentalities) has associated with a user,
`which associated data is provided by Lotame (e.g., by Data Stream) to be used in targeting third-
`party advertisements to the user.
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`See, e.g., evidence and analysis for claim limitations 1(a)-(d);
`https://my.lotame.com/t/g9hxvnw/lt-js-detailed-reference-guide:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 18 of 22 PageID #: 523
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 19 of 22 PageID #: 524
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` https://my.lotame.com/t/35hxvna/lt-js-implementation-faqs:
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 20 of 22 PageID #: 525
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`;https://resources.lotame.com/hubfs/~Lotame.com%20Content/Case%20Study/Lotame_Case_Study_Hay
`market_Auto_Sites_Unlock_First_Party_Audiences_in_Safari_Using_Lotame_Lighting_Tag.pdf:
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`https://www.lotame.com/lotame-data-exchange/
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 21 of 22 PageID #: 526
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`Case 1:24-cv-00376-MN Document 16-10 Filed 07/11/24 Page 22 of 22 PageID #: 527
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