Data processing: database and file management or data structures – Database design – Data structure types
Reexamination Certificate
2004-04-12
2010-02-23
Robinson, Greta L (Department: 2169)
Data processing: database and file management or data structures
Database design
Data structure types
C705S014270, C707S793000
Reexamination Certificate
active
07668832
ABSTRACT:
The usefulness, and consequently the performance, of advertisements are improved by allowing businesses to better target their ads to a responsive audience. Location information is determined (or simply accepted) and used. For example, location information may be used in a relevancy determination of an ad. As another example, location information may be used in an attribute (e.g., position) arbitration. Such location information may be associated with price information, such as a maximum price bid. Such location information may be associated with ad performance information. Ad performance information may be tracked on the basis of location information. The content of an ad creative, and/or of a landing page may be selected and/or modified using location information. Finally, tools, such as user interfaces, may be provided to allow a business to enter and/or modify location information, such as location information used for targeting and location-dependent price information. The location information used to target and/or score ads may be, include, or define an area. The area may be defined by at least one geographic reference point (e.g., defined by latitude and longitude coordinates) and perhaps additional information. Thus, the area may be a circle defined by a geographic reference point and a radius, an ellipse defined by two geographic reference points and a distance sum, or a polygon defined by three or more geographic reference points, for example.
REFERENCES:
patent: 5754939 (1998-05-01), Herz et al.
patent: 6091956 (2000-07-01), Hollenberg
patent: 6285999 (2001-09-01), Page
patent: 6298351 (2001-10-01), Castelli et al.
patent: 6332127 (2001-12-01), Bandera
patent: 6343317 (2002-01-01), Glorikian
patent: 6381465 (2002-04-01), Chern et al.
patent: 6460034 (2002-10-01), Wical
patent: 6505046 (2003-01-01), Baker
patent: 6522875 (2003-02-01), Dowling et al.
patent: 6587835 (2003-07-01), Treyz et al.
patent: 6625456 (2003-09-01), Busso et al.
patent: 6643640 (2003-11-01), Getchius et al.
patent: 6711474 (2004-03-01), Treyz et al.
patent: 7047242 (2006-05-01), Ponte
patent: 7089264 (2006-08-01), Guido et al.
patent: 7136875 (2006-11-01), Anderson et al.
patent: 7421278 (2008-09-01), Srinivasan et al.
patent: 2001/0042064 (2001-11-01), Davis et al.
patent: 2002/0016741 (2002-02-01), Black et al.
patent: 2002/0044067 (2002-04-01), Ilcisin
patent: 2002/0049635 (2002-04-01), Mai et al.
patent: 2002/0103834 (2002-08-01), Thompson et al.
patent: 2002/0161633 (2002-10-01), Jacob et al.
patent: 2003/0046161 (2003-03-01), Kamangar et al.
patent: 2005/0021397 (2005-01-01), Cui et al.
patent: 1 083 504 (2001-03-01), None
patent: 2001-318925 (2001-11-01), None
patent: 2002-24276 (2002-01-01), None
patent: 2003-77000 (2003-03-01), None
patent: 2000-59098 (2000-10-01), None
patent: 2002-14897 (2002-02-01), None
patent: WO 00/54201 (2000-09-01), None
patent: WO 01/65426 (2001-09-01), None
Gallagher, K., et al, “A Framework for Targeting Banner Advertising on the Internet”,Proceedings of the Thirteenth Hwaii Int'l Conf. on System Sciences, vol. 4, No. 7, pp. 265-274 (Jan. 7, 1997).
Morimoto, Y., et al., “Extracting Spatial Knowledge from the Web”,Proceedings of the 2003 Symposium on Applications and the Internet, pp. 326-333 (Jan. 27, 2003).
Gwertzman, James, “Autonomous Replication in Wide-Area Internetworks,”Center For Research in Computing Technology, Harvard University(Apr. 10, 1995) (103 pgs.).
The Gale Group, “Dollars and Eyeballs: The Net Advertising Equation,”Publishing Technology Review, vol. 3, No. 10 (Nov. 1, 1996) (4 pgs.).
Long et al., Rapid Prototyping of Mobile Context-Aware Applications: The Cyberguide Case Study, in MOBICOM, ACM Press, 1996.
Bunn, Austin, “Machine Age, E-lectioneering,”The Village Voice, vol. XLIII, No. 17, p. 45 (Apr. 28, 1998).
Clark, Tim, “DoubleClick Localizes Web Ads,”CNET News.com, pp. 1-2 (Jul. 14, 1998).
NetGravity AdServer User Assistance Guide (1998).
NetGravity AdServer 3.5 Announcement (1998).
NetGravity AdServer AdMaster's Guide (1999).
Translation of Japanese Patent Application Publication No. 2000-020433 with drawings, Jan. 21, 2000 (21 pgs.).
Cheverst et al., Developing a Context-aware Electronic Tourist Guide: Some Issues and Experiences. In Proc. of CHI'2000, Hague, Netherlands, 17-24, ACM Press. (Apr. 1-6, 2000).
Cheverst et al., Experiences of Developing and Deplyoing a Context-Aware Tourist Guide: The GUIDE Project, Proceedings of MOBICOM 2000, Boston, ACM Press, Aug. 2000, pp. 20-31.
Bruner, Rick E., “Sites Help Marketers Think Global, Advertise Local. ‘Geo-coding,’ Other Tools Make Ads More Relevant,”Advertising Age, p. 30 (Mar. 24, 2007).
Communication for European Patent Application No. 04 781 844.8 - 1527, mailed on Oct. 24, 2007 (5 pgs.).
First Examination Report for Indian Patent Application No. 1144/CHENP/2006, dated Mar. 20, 2008 (5 pgs.).
Notice of Preliminary Rejection for Korean Patent Application No. 10-2006-7004465, mailed Nov. 4, 2008 (6 pgs.) with translation (7 pgs.).
Office Action to U.S. Appl. No. 10/654,265, mailed May 9, 2006, Paper No. 20060503 (10 pgs.).
Office Action to U.S. Appl. No. 10/654,265, mailed Jan. 4, 2007, Paper No. 20061227 (11 pgs.).
Office Action to U.S. Appl. No. 10/654,265, mailed Aug. 24, 2007, Paper No. 20070816 (9 pgs.).
Office Action to U.S. Appl. No. 10/654,265, mailed May 12, 2008, Paper No. 20080430 (21 pgs.).
Notice of Reasons for Rejection for Japanese Patent Application No. 2006-525355, mailed Mar. 31, 2009 (4 pgs.) with translation (6 pgs.).
Notice of Preliminary Rejection for Korean Patent Application No. 10-2008-7024188, mailed Nov. 27, 2008 (5 pgs.) with translation (6 pgs.).
“Who controls a search engine controls a market (Part 1), Study on Overture Advertisement Retrieval,” monthly NET hanbai, Japan, Koubunsyuppan Corporation, Mar. 25, 2003, vol. 4, No. 4, pp. 24-30.
Examiner's Report No. 2 for Australian Patent Application No. 2004271567, mailed Sep. 4, 2009 (2 pgs.).
Exarniner's Report No. 3 for Australian Patent Application No. 2004271567, mailed Oct. 29, 2009 (2 pgs.).
Qian Zhe
Ramaswamy Sridhar
Rose Mark
Yeh Leslie
Google Inc.
Pokotylo John C.
Robinson Greta L
Straub & Pokotylo
LandOfFree
Determining and/or using location information in an ad system does not yet have a rating. At this time, there are no reviews or comments for this patent.
If you have personal experience with Determining and/or using location information in an ad system, we encourage you to share that experience with our LandOfFree.com community. Your opinion is very important and Determining and/or using location information in an ad system will most certainly appreciate the feedback.
Profile ID: LFUS-PAI-O-4159577