Case 1:24-cv-00376-MN Document 16-5 Filed 07/11/24 Page 1 of 16 PageID #: 416
`
`
`
`
`Exhibit 5
`
`
`
`
`

`

`( 12 ) United States Patent
`Shkedi
`
`US 10,984,445 B2
`( 10 ) Patent No .:
`( 45 ) Date of Patent :
`Apr. 20 , 2021
`
`USO10984445B2
`
`( 54 )
`
`( * ) Notice :
`
`PROVIDING COLLECTED PROFILES TO
`MEDIA PROPERTIES HAVING SPECIFIED
`INTERESTS
`( 71 ) Applicant : Datonics , LLC , Long Island City , NY
`( US )
`( 72 ) Inventor : Roy Shkedi , Forest Hills , NY ( US )
`( 73 ) Assignee : Datonics , LLC , Long Island City , NY
`( US )
`Subject to any disclaimer , the term of this
`patent is extended or adjusted under 35
`U.S.C. 154 ( b ) by 236 days .
`( 21 ) Appl . No .: 15 / 893,354
`( 22 ) Filed :
`Feb. 9 , 2018
`( 65 )
`Prior Publication Data
`Jul . 5 , 2018
`US 2018/0189833 A1
`Related U.S. Application Data
`Continuation of application No. 14 / 080,999 , filed on
`Nov. 15 , 2013 , now abandoned , which is a
`continuation of application No. 13 / 631,244 , filed on
`Sep. 28 , 2012 , now Pat . No. 8,589,210 , which is a
`continuation of application No. 11 / 765,433 , filed on
`Jun . 19 , 2007 , now Pat . No. 8,280,758 .
`( Continued )
`
`( 63 )
`
`( 51 )
`
`( 52 )
`
`( 58 )
`
`Int . Cl .
`G06Q 30/02
`( 2012.01 )
`U.S. Cl .
`CPC
`G06Q 30/0255 ( 2013.01 ) ; G06Q 30/02
`( 2013.01 ) ; G06Q 30/0269 ( 2013.01 )
`Field of Classification Search
`None
`See application file for complete search history .
`
`( 56 )
`
`5,220,655 A
`5,359,508 A
`
`References Cited
`U.S. PATENT DOCUMENTS
`6/1993 Tsutsui
`10/1994 Rossides
`( Continued )
`FOREIGN PATENT DOCUMENTS
`
`CA
`KR
`
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`2246746
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`20010096343
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`
`Primary Examiner Michael J Sittner
`( 74 ) Attorney , Agent , or Firm — Louis J. Hoffman
`
`( 57 )
`ABSTRACT
`To improve monetization of electronic advertisement place
`ment , a profile owner company operates an automatic sys
`tem for identifying media properties that have interests in
`specific profiles or profiles of a specified category or kind .
`The profile owner recognizes a collected visitor profile as
`one that a media property has previously requested or one
`that is within a category that a media property has previously
`requested and arranges for the visitor to be tagged with a tag
`readable by the media property that requested such a profile .
`The media property can use the tag in displaying customized
`advertising to the visitor . Using information received from
`the media property , the profile owner company then records
`usage of the profile by the media property .
`
`14 Claims , 2 Drawing Sheets
`
`30
`
`Case 1:24-cv-00376-MN Document 16-5 Filed 07/11/24 Page 2 of 16 PageID #: 417
`
`20
`
`TagC
`
`t2 t1
`Visitor 1
`
`PS1
`
`25
`
`Visitor
`
`Visitor 2
`
`11
`
`PS2 Redirect ( Pri )
`Pr2
`
`PS
`
`10
`
`PO
`COMPANY
`SERVER
`
`Prn
`
`Visitor n
`
`PSn
`
`MP1
`
`MP2
`
`MPn
`
`13
`
`MP1 ( A , B )
`MP2 ( A , C )
`Ho 12
`
`MPn ( X , Y )
`
`Pr ( X ) , Pr ( Y )
`
`

`

`US 10,984,445 B2
`Page 2
`
`Related U.S. Application Data
`( 60 ) Provisional application No. 60 / 805,144 , filed on Jun .
`19 , 2006 .
`
`( 56 )
`
`References Cited
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`

`

`US 10,984,445 B2
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`
`Case 1:24-cv-00376-MN Document 16-5 Filed 07/11/24 Page 6 of 16 PageID #: 421
`
`

`

`U.S. Patent
`
`Apr. 20 , 2021
`
`Sheet 1 of 2
`
`US 10,984,445 B2
`
`Record profiles , or the kind of profiles ,
`media properties are looking for
`
`1000
`
`Receive redirected visitor and visitor's
`profile from profile supplier
`
`2000
`
`Recognize profile information from visitor profile
`
`3000
`
`Categorize visitor profile information ( optional )
`
`4000
`
`Identify media properties that have
`expressed interest in that kind of profile
`
`5000
`
`Arrange for visitor tag readable by
`identified media properties
`
`6000
`
`Case 1:24-cv-00376-MN Document 16-5 Filed 07/11/24 Page 7 of 16 PageID #: 422
`
`Based on information from the media property ,
`record usage of profile
`
`7000
`
`FIG . 1
`
`

`

`U.S. Patent
`
`Apr. 20 , 2021
`
`Sheet 2 of 2
`
`US 10,984,445 B2
`
`30
`
`MP1
`
`MP2
`
`MPn
`
`40
`
`H12
`
`MP2 ( A , C )
`MP1 ( A , B )
`
`13
`
`MPn ( X , Y )
`
`Pr ( X ) , Pr ( Y )
`
`FIG . 2
`
`25
`
`Visitor
`
`10
`
`PO COMPANY SERVER
`
`PS
`
`11
`
`Redirect ( Pr1 )
`Pr2
`
`Prn
`
`PS1
`
`Tagc
`
`PS2
`
`t2 ta ?
`
`Visitor 1
`
`Visitor 2
`
`20
`
`PSn
`
`Visitor n
`
`Case 1:24-cv-00376-MN Document 16-5 Filed 07/11/24 Page 8 of 16 PageID #: 423
`
`

`

`US 10,984,445 B2
`
`5
`
`1
`PROVIDING COLLECTED PROFILES TO
`MEDIA PROPERTIES HAVING SPECIFIED
`INTERESTS
`
`2
`website or on the computers of visitors of the publisher who
`conducted a specific action such as search , click content ,
`click an ad , make a phone call , request information , acquire
`a product , etc.
`The placement of cookies allows those publishers or the
`CROSS REFERENCE TO RELATED
`BT company itself to sell ads to advertisers . Those ads will
`APPLICATIONS
`be presented to the profiled visitors when they are found
`later on the same site or on other sites . Such sites can be
`This application is a continuation of application Ser . No.
`either a site where the BT company's software is used or a
`14 / 080,999 , filed Nov. 15 , 2013 , which is a continuation of
`application Ser . No. 13 / 631,244 , filed Sep. 28 , 2012 , now 10 site where the BT company has bought media . The BT
`U.S. Pat . No. 8,589,210 , which is a continuation of appli-
`company may buy the media on behalf of itself or on behalf
`cation Ser . No. 11 / 765,433 , filed Jun . 19 , 2007 , now U.S.
`of the publisher , who is interested in delivering ads to its
`audience outside the publisher's site .
`Pat . No. 8,280,758 , which claims the benefit of provisional
`application Ser . No. 60 / 805,114 , filed Jun . 19 , 2006 , which
`Although a BT company ( AlmondNet , Tacoda , Revenue
`15 Science , etc. ) acts as an agent that places cookies on the
`is incorporated herein by reference .
`computers of publisher's visitors for the purpose of deliv
`ering targeted ads to the publisher's visitors on other sites ,
`FIELD OF THE INVENTION
`the publisher can work without an agent and place cookies
`or tags on the computers of the publisher's own visitors for
`The present invention generally relates to profile - based
`behavioral targeting advertisement placement services . 20 the purpose of delivering ads to those visitors on other sites
`More specifically , the present invention relates to improving
`where the publisher buys ad space . Such a publisher , acting
`without an agent , is also included in the definition of a BT
`monetization of electronic advertisement placement .
`company .
`A publisher may also be referred to as a “ profile supplier ”
`BACKGROUND OF THE INVENTION
`25 when it transfers profile information , such as behavioral
`information , demographic information , etc. , to a BT com
`DoubleClick's “ Boomerang ” is a service for advertisers
`pany . Therefore , a publisher that is a BT company may also
`that places a cookie on computers of visitors to an adver-
`tiser's site for the purpose of finding those visitors on other
`be its own profile supplier . Furthermore , although the name
`sites where DoubleClick is the ad server ( “ ad ” is short for
`“ BT company ” implies the targeting of ads is based on
`advertisement ) . When the same visitors are found on those 30 collected behavioral profiles , a BT company may also col
`other sites , additional advertiser's ads are served to them by
`lect other kinds of profile information , such as demographic
`the DoubleClick ad sever or by the advertiser's ad server
`information or user - provided information , and target ads to
`those visitors wherever found based on the collected profile
`following a redirect from the DoubleClick ad server .
`The only server that can read a cookie on a user's
`information .
`computer is a server operating under the same domain as the 35
`Another kind of a BT company is a company that has
`server that placed the cookie on a user's computer to begin
`software installed on a person's computer , such as toolbar
`with . In other words , a cookie placed by a server operating
`software , desktop search software , weather software , or any
`under one domain cannot be read by another server working
`kind of software that is used by the computer's user . Such
`under a separate domain . That is why the advertiser cannot
`software also monitors the computer user's visits to different
`expect to place a cookie of its own ( e.g. , ford.com cookie ) 40 publishers ' sites and media properties and collects profile
`on a visitor to its site and then later expect the DoubleClick
`information about the computer user for the purpose of
`ad server ( doubleclick.com ) to be able to recognize the
`delivering ads to the user within ad space of sites and media
`visitor when that visitor is visiting sites where DoubleClick
`properties that the user visits based on the collected profiles .
`serves ads by reading the ford.com cookies . Only a server
`A BT company using software installed on a user's
`operating under the DoubleClick domain can read a cookie 45 computer does not need the cooperation of a visited media
`placed by a server operating under the DoubleClick domain .
`property to collect information about the visitor's visit
`So , DoubleClick needs to place a doubleclick.com cookie on
`because that software monitors whatever the user is doing on
`visitors to the ford.com site for DoubleClick to later find
`his or her computer . A BT company that has software
`those visitors within other sites , i.e. , where the DoubleClick
`installed on a user's computer is therefore its own profile
`50 supplier . Such software can place a cookie or another kind
`ad server is used to serve ads .
`For a site to have its ad served by an ASP - hosted ad
`of tag on the user's computer . Because the software is
`installed on the user's computer , it can write cookies read
`server , such as the one operated by DoubleClick , the site
`needs to redirect visitors from the site to the DoubleClick ad
`able by any domain . That means that the BT company can
`server , to fetch the ad from the server . Following the redirect
`place a tag or cookie of a second media property , if the BT
`from the site , the visitor accesses the DoubleClick ad server . 55 company would like the second media property to recognize
`Because the DoubleClick server is operating under the
`the visitor when the visitor visits that second media property
`DoubleClick domain , it can read the DoubleClick cookie or
`site , by simply having the software place a cookie operating
`cookies and then recognize that it encountered the same
`under the domain of the second property on the visitor's
`visitor in the past . In this example , the DoubleClick ad
`computer . The software may also report the collected pro
`server recognizes the visitor as someone who visited the 60 files to a central server of the BT company .
`The central server may also tag the visitor or arrange for
`ford.com site .
`AlmondNet , Tacoda , RevenueScience , and other compa-
`the visitor to be tagged by operators of other media prop
`erties . A BT company can place a cookie on a site's section
`nies ( herein “ BT companies ” ; “ BT ” stands for behavioral
`targeting ) specialize in targeting ads based on observed
`when a visitor's computer visits that section , if a code of the
`behavior of sites ' visitors . To record a visitor's observed 65 company was integrated into the page of that section by the
`behavior , a BT company places a cookie ( or cookies ) on the
`site that owns the page . The code ( e.g. , HTML or Java )