Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 1 of 16 PageID #: 432
`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 1 of 16 PagelD #: 432
`
`
`
`
`
`EXHIBIT 6
`EXHIBIT 6
`
`

`

`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 2 of 16 PageID #: 433
`
`Exhibit 6 - U.S. Patent No. 10,984,445 (“’445 Patent”)
`
`Claim 1
`1. A method of causing delivery of
`electronic advertisements based on
`provided profiles comprising:
`
`(a) with a computer system
`automatically storing, in a central
`database associated with the computer
`system, profile information associated
`with a visitor, as a result of electronic
`receipt from a profile owner computer
`of indicia of the profile information,
`which profile information associated
`with the visitor matches a profile or
`kind of profiles requested by an entity
`controlling the computer system,
`wherein a tag associated with a visitor
`device serves as a link to the profile
`information associated with the visitor;
`
`Lotame’s Infringement
`Lotame performs a method of causing delivery of electronic advertisements based on provided
`profiles.
`
`See, e.g., evidence and analysis for claim limitations (a)-(e) below.
`
`Lotame automatically stores, with a computer system, profile information associated with a
`visitor in a central database associated with the computer system, as a result of electronic receipt
`from a profile owner computer of indicia of the profile information, which profile information
`associated with the visitor matches a profile or kinds of profiles requested by an entity controlling
`the computer system, wherein a tag associated with a visitor device serves as a link to the profile
`information associated with the visitor.
`
`For example, Lotame (e.g., through its Accused Instrumentalities) receives profile information
`associated with visitors from profile owners (such as, e.g., the Oracle BlueKai data management
`platform). As a result of receiving this profile information, which matches a kind of profile
`requested by Lotame, Lotame automatically stores the profile information associated with a
`visitor in a central database, and a tag (e.g., a cookie) associated with the visitor device serves as
`a link to the corresponding profile information.
`
`See, e.g., https://docs.oracle.com/en/cloud/saas/data-cloud/data-cloud-help-
`center/AudienceDataMarketplace/AudienceDataMarketplace.html:
`
`
`
`
`Page 1 of 15
`
`
`
`
`
`
`
`
`

`

`
`
`
`
`
`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 3 of 16 PageID #: 434
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`
`Page 2 of 15
`
`

`

`
`
`
`
`
`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 4 of 16 PageID #: 435
`
`; https://www.oracle.com/advertising/audiences/#rc30p2:
`
`
`
`
`
`
`
`Page 3 of 15
`
`

`

`
`
`
`
`
`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 5 of 16 PageID #: 436
`
`; https://docs.oracle.com/en/cloud/saas/data-cloud/data-cloud-help-
`center/Platform/Audiences/deliver_audience_newflow.htm:
`
`
`
`
`
`
`
`
`Page 4 of 15
`
`

`

`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 6 of 16 PageID #: 437
`
`
`
` https://my.lotame.com/t/p8yyptf/use-case-lotame-data-exchange#core-json-object:
`
` ;
`
`
`
`; https://www.lotame.com/partner-connections/?search=&category%5B%5D=data-
`enrichment&mcfx_form_id=62be9b5d420a0f655923c419&fx_type=&lmfx_submit_uuid=9dcb31a8-c15a-4ea0-
`b275-9a15730bdbee&ga_count=15&ga_id=21356c73-a3c3-4022-94b8-bda6def731a5#filter-sellers-section:
`
`
`
`
`
`
`Page 5 of 15
`
`
`
`
`
`
`

`

`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 7 of 16 PageID #: 438
`
`
`
`
`
` ;
`
` https://www.forbes.com/sites/jessedamiani/2020/06/19/oracles-bluekai-spilled-billions-of-
`records-of-web-tracking-data/?sh=1e0f25202c47:
`
`
`
`
` https://www.lotame.com/lotame-data-exchange/:
`
`
`Page 6 of 15
`
`
`
`
`
`
`
`
`
` ;
`
`
`
`
`
`
`

`

`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 8 of 16 PageID #: 439
`
`(b) wherein the profile owner computer
`is programmed: (i) to automatically
`select a media property entity of a
`plurality of media property entities
`based on a comparison of (A) profile
`information about a visitor who
`electronically accessed electronic
`apparatus of a profile supplier with (B)
`a plurality of stored requests from the
`plurality of media property entities, one
`of which media property entities is the
`entity controlling the computer system,
`
`
`
`In the method practiced by Lotame, the profile owner computer is programmed to automatically
`select a media property entity of a plurality of media property entities based on a comparison of
`(A) profile information about a visitor who electronically accessed electronic apparatus of a
`profile supplier with (B) a plurality of stored requests from the plurality of media property
`entities, one of which media property entities is the entity controlling the computer system, each
`stored request being for requested profiles or kinds of profiles, which plurality of stored requests
`includes the profile or kind of profiles requested by the entity controlling the computer system.
`
`For example, the profile owner computer (such as, e.g., a computer operated by Oracle BlueKai)
`will automatically select which entities to provide profile information to, based on a comparison
`of the profile information with the stored requests of data customers (including Lotame), which
`
`
`
`Page 7 of 15
`
`
`
`
`
`
`

`

`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 9 of 16 PageID #: 440
`
`each stored request being for requested
`profiles or kinds of profiles, which
`plurality of stored requests includes the
`profile or kind of profiles requested by
`the entity controlling the computer
`system, and
`
`requests include requests for specific types of profiles (such as, e.g., demographic attributes or
`users interested in consumer technology).
`
`See, e.g., evidence and analysis for claim limitation 1(a);
`https://docs.oracle.com/en/cloud/saas/data-cloud/data-cloud-help-
`center/AudienceDataMarketplace/AudienceDataMarketplace.html:
`
`
`
`
`
`
`
`
`
` ;
`
` https://docs.oracle.com/en/cloud/saas/data-cloud/data-cloud-help-
`center/Platform/Audiences/deliver_audience_newflow.htm:
`
`
`
`Page 8 of 15
`
`
`
`
`
`
`

`

`
`
`
`
`
`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 10 of 16 PageID #: 441
`
`
`
`; https://docs.oracle.com/en/cloud/saas/data-cloud/data-cloud-help-
`center/Platform/Audiences/create_audience.html:
`
`
`
`Page 9 of 15
`
`
`
`
`
`

`

`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 11 of 16 PageID #: 442
`
`
`
`
`
`(ii) when the media property entity is
`the entity controlling the computer
`system, to automatically arrange for
`electronic storage of a requested profile
`linked to the tag that is associated with
`the visitor device, the tag being readable
`by equipment that is part of the
`computer system of part (a); and
`
`
` When Lotame is the entity controlling the computer system, the profile owner computer is
`programmed to automatically arrange for electronic storage of a requested profile linked to the
`tag that is associated with the visitor device, the tag being readable by equipment that is part of
`Lotame’s computer system.
`
`For example, when the profile owner determines that profile information matches a profile
`request from Lotame (e.g., through Lotame’s Accused Instrumentalities), the profile owner will
`automatically arrange for storage of the requested profile linked to the tag associated with the
`
`
`
`
`
`Page 10 of 15
`
`
`
`
`
`
`

`

`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 12 of 16 PageID #: 443
`
`visitor device and readable by Lotame’s computer system, such that Lotame is able to access the
`requested profile information.
`
`See, e.g.,
`https://docs.oracle.com/en/cloud/saas/data-cloud/data-cloud-help-
`center/AudienceDataMarketplace/AudienceDataMarketplace.html:
`
`
`
`
` ;
`
` https://docs.oracle.com/en/cloud/saas/data-cloud/data-cloud-help-
`center/Platform/Audiences/deliver_audience_newflow.htm:
`
`
`
`
`Page 11 of 15
`
`
`
`
`
`
`

`

`
`
`
`
`
`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 13 of 16 PageID #: 444
`
`
`
`
`
`
`
`
`
`
`
`
`Page 12 of 15
`
`

`

`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 14 of 16 PageID #: 445
`
`(c) later, when the visitor device is
`available to receive an advertisement,
`with the computer system, (i) using the
`tag of part (a) that is associated with the
`visitor device to access the profile
`information stored in the central
`database, and (ii) using the profile
`information linked to the tag of part (a)
`to automatically cause delivery of an
`electronic advertisement to the visitor
`device, wherein the electronic
`advertisement is dependent on the
`profile information associated with the
`visitor.
`
`Lotame will later, when the visitor device is available to receive an advertisement with the
`computer system, use the tag recited in limitation (a) that is associated with the visitor device to
`access the profile information stored in the central data base, and use the profile information
`linked to that tag to automatically cause delivery of an electronic advertisement to the visitor
`device, wherein the electronic advertisement is dependent on the profile information associated
`with the visitor.
`
`For example, the visitor device is available to receive an advertisement, Lotame (e.g., through its
`Accused Instrumentalities) uses the tag and the profile information linked to the tag to
`automatically cause delivery of an advertisement to the visitor device (e.g., by providing the
`profile information to an advertiser, such that the resulting advertisement is dependent on that
`profile information).
`
`See, e.g., https://my.lotame.com/t/35hxvna/lt-js-implementation-faqs:
`
`
`
`
`
`
`Page 13 of 15
`
`
`
`
`
`
`

`

`
`
`
`
`
`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 15 of 16 PageID #: 446
`
`
`
`
`
`
`
`
`
`
`
`
`Page 14 of 15
`
`

`

`
`
`
`
`
`
`
`
`
`
`Case 1:24-cv-00376-MN Document 16-6 Filed 07/11/24 Page 16 of 16 PageID #: 447
`
`; https://www.lotame.com/lotame-data-exchange/:
`
`
`
`
`
`
`Page 15 of 15
`
`