throbber
Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 1 of 40
`Case 1:21—cv-01319 Document 1-1 Filed 02/15/21 Page 1 of 40
`
`
`Exhibit 1
`
`Exhibit 1
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 2 of 40
`Case 1:21'CV'01319 D°C“me”flflflllllllfflllflflfllflfllllllllllliflfillflflllllllllllllllllllll
`
`US007072849B1
`
`United States Patent
`(12)
`US 7,072,849 B1
`(10) Patent No.:
`(45) Date of Patent:
`Jul. 4, 2006
`Filepp et al.
`
`METHOD FOR PRESENTING ADVERTISING
`IN AN INTERACTIVE SERVICE
`
`(56)
`
`References Cited
`U. S. PATENT DOCUMENTS
`
`(54)
`
`(75)
`
`Inventors: Robert Filepp, White Plains, NY (US);
`Alexander W. Bidwell, New York, NY
`(US); Francis C. Young, Pearl River,
`NY (US); Allan M. Wolf, Ridgefield,
`CT (US); Duane Tiemann, Ossining,
`NY (US); Mel Bellar, New York, NY
`(US); Robert D. Cohen, Pouthuag,
`NY (US); James A. Galambos,
`deceased, late of Westport, CT (US);
`Kenneth H. Appleman, Brewster, NY
`(US); Sam Meo, Carmel, NY (US)
`
`(73)
`
`Assignee:
`
`International Business Machines
`Corporation, Armonk, 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.
`
`(21)
`
`Appl. No.: 08/158,025
`
`(22)
`
`Filed:
`
`Nov. 26, 1993
`
`(60)
`
`(51)
`
`(52)
`(58)
`
`Related US. Application Data
`
`Division of application No. 07/388,156, filed on Jul.
`28, 1989, now Pat. No. 5,347,632, which is a con-
`tinuation-in-part of application No. 07/328,790, filed
`on Mar. 23, 1989, now abandoned, which is a con-
`tinuation-in-part of application No. 07/219,931, filed
`on Jul. 15, 1988, now abandoned.
`
`Int. Cl.
`
`(2006.01)
`G06Q 30/00
`US. Cl.
`........................................................ 705/14
`
`Field of Classification Search ................ 364/401;
`395/600, 144, 153, 200, 250, 201, 207, 210,
`395/214, 611, 613, 614, 615, 762, 779, 782,
`395/133, 135, 507, 327, 339, 340, 343, 346,
`395/200.09, 445, 460
`See application file for complete search history.
`
`3,653,001 A *
`
`3/1972 Ninke ........................ 395/132
`
`(Continued)
`FOREIGN PATENT DOCUMENTS
`
`JP
`JP
`
`573167
`3204259
`
`*
`*
`
`1/1982
`9/1991
`
`OTHER PUBLICATIONS
`
`“Trintex Sets Prodigy Pricing; Telaction Reports New Cable
`System Affiliate”; IDP Report; v 9 Issue:n4 p. 2(2); Apr. 1,
`1988; Dialog(file 648, 06639981).*
`(Continued)
`
`Primary ExamineriDonald L. Champagne
`(74) Attorney, Agent, or FirmiConnolly Bove Lodge &
`Hutz LLP; Douglas Lefeve
`(57)
`ABSTRACT
`
`A method for presenting advertising in an interactive service
`provided on a computer network,
`the service featuring
`applications which include pre-created,
`interactive text/
`graphic sessions is described. The method features steps for
`presenting advertising concurrently with service applica-
`tions at the user terminal configured as a reception system.
`In accordance with the method, the advertising is structured
`in a manner comparable to the service applications enabling
`the applications to be presented at a first portion of a display
`associated with the reception system and the advertising
`presented at a second portion. Further, steps are provided for
`storing and managing advertising at
`the user reception
`system so that advertising can be pre-fetched from the
`network and staged in anticipation of being called for
`presentation. This minimizes the potential for communica-
`tion line interference between application and advertising
`traffic and makes the advertising available at the reception
`system so as not to delay presentation of the service appli-
`cations. Yet further the method features steps for individu-
`alizing the advertising supplied to enhance potential user
`interest by providing advertising based on a characterization
`of the user as defined by the users interaction with the
`service, user demographics and geographical location. Yet
`additionally, advertising is provided with transactional
`facilities so that users can interact with it.
`
`25 Claims, 16 Drawing Sheets
`
`
`
`20
`
`10
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 3 of 40
`Case 1:21-cv-01319 Document 1—1 Filed 02/15/21 Page 3 of 40
`
`US 7,072,849 B1
`Page 2
`
`U.S. PATENT DOCUMENTS
`
`11/1985 Loos et a1.
`................... 270/54
`4,552,349 A *
`
`3/1986 Simon et a1.
`178/4
`4,575,579 A *
`8/1987 Agarwal .................. 395/343
`4,688,167 A *
`
`..... 395/600
`4,714,996 A * 12/1987 Gladney et a1.
`
`........ 395/610
`4,805,134 A *
`2/1989 Calo et a1.
`
`........... 340/825.28
`4,823,122 A *
`4/1989 Mann et a1.
`4,873,662 A
`8/1989 Sargent
`4,887,204 A * 12/1989 Johnson et a1.
`............. 395/600
`4,897,781 A *
`1/1990 Chang et a1.
`............ 395/600
`
`4,897,782 A *
`1/1990 Bennett et al.
`.......... 395/600
`4,989,850 A *
`2/1991 Weller ..................... 270/1.1
`
`............. 340/717
`5,036,314 A *
`7/1991 Barillari et a1.
`5,087,805 A *
`2/1992 Silverschotz et al.
`.. 219/121.71
`5,105,184 A *
`4/1992 Pirani et al.
`................ 340/721
`5,119,290 A *
`6/1992 Loo et a1.
`................... 395/400
`
`OTHER PUBLICATIONS
`
`“The Handbook”; Prodigy; ©1990 Prodigy Services Com-
`pany Glessbrenner, Alfred; Ceriés, New On—line fee; $4.95
`a Month; Home Ofice Computing; V8 P. 36(1); Dec., 1990
`Dialog (file 647, 09685321).*
`“Advertisers Need Quick Fix for Zipping, Zapping”; Mar—
`keting News; V20 n10; pp. 12; May 9, 1986; Dialog: File 15,
`Acc# 00317906.*
`
`“Consumers Plugging into new Electronic Mall”; Advertis-
`ing Age; Mar. 4, 1985; p. 741; Dialog: File 16, Acc#
`01155574.*
`
`“CompuServe Will Jointly Olfer Advertising and Direct
`Marketing Services via the CompuServe Information Ser-
`vice, a Videotex System”; News Release; Oct. 19, 1983; pp.
`1-3; Dialog: File 16, Acc# 00962377.*
`“Compuserve, L.M. Berry to Test Viability of Online Adver-
`tising”; Online Database Report; v4 n10; p. 12; Oct. 1983;
`Dialog: File 275, Acc# 00610155.*
`Miller; “Database and Videotex Service57Where is Video-
`tex G0ing?”; Data Communications Buyers’ Guide 1983;
`pp. 152-157; Nov. 1982; Dialog: File 15, Acc# 00188062.*
`Dictionary of Computers, Information Processing & Tele—
`communications, 2nd ed.; Jerry M. Rosenberg; 1984; pp.
`
`183, 184, 268, 269, 303, 395, 402, 455, 530, 531, 594, 639,
`640, 690, 691.*
`Dictionary of Computers, Information Processing & Tele—
`communications, 2nd ed.; Jerry M Rosenberg; 1984; p.
`700.*
`
`Miller; “Database and Videotex Service57Where Is Video-
`tex G0ing?”; Data Communications Buyers’ Guide 1983;
`pp. 152, 157; Nov. 1982*
`Dietrich et al.; “Toward a Graphic Standard”; PC World; v2
`n12; p. 264-269; Nov. 1984.*
`“MCTel Inc. Advertises in the Electronic Mall Shop-at-
`Home Service, an Advertising Vehicle 0f CompuServe Inc.
`And L. M. Berry & C0.”; PR Newswire, PH303; Jan. 23,
`1985; Dialog: File 148, Acc# 02341095.*
`“Consumers Plugging Into New Electronic Mall”; Advertis-
`ing Age; Mar. 4, 1985; p. 741.*
`“Home-Computer Shopping Arrives”; Discount Store News;
`v24; p. 3(2); Mar. 18, 1985; Dialog: File 148, Acc#
`02324097.*
`
`“Advertisers Need Quick Fix for Zipping, Zapping”; Mar—
`keting News; v20 n10; pp. 12; May 9, 1986*
`Caplinger, Michael, “An Information System Based on
`Distributed Objections”, OOPSLA ’87 Proceedings.
`Schatz, Bruce, “Telesophy: A System for Manipulating the
`Knowledge of a Community”, 1987 IEEE.
`Christodoulakis, S., “The Multimedia Object Presentation
`Manager of MINOS: A Symmetric Approach”, ACM
`SIGMOD Conf. 1986.
`Christodoulakis, S., “Issues in the Architecture of a Docu-
`ment Archiver Using Optical Disk Technology”, 1985 ACM.
`Christodoulakis, S., “Multimedia Document Presentation,
`Information Extraction,
`and Document Formation in
`MINOS: A Model and A System” 1986 ACM.
`Sigel, Efrem, “The Future of Videotext”, 1983, Knowledge
`Industry Publications, Inc., White Plains NY and London.
`Alber, Antone F., VideoteflTeletext Principles & Practices,
`McGraw—Hill, Inc., 1985.
`
`* cited by examiner
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 4 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 4 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 1 0f 16
`
`US 7,072,849 B1
`
`1 0
`
`
`
`
`
`
`
`
`Information Layer
`
`Switch/File Server
`
`
`
`Cache/Concentrator
`
`
`
`Reception System
`
`FIG.
`
`1
`
`1 00
`
`
`
`
`200
`
`20
`
`
`
`
`
`300
`
`401
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 5 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 5 of 40
`
`U.S. Patent
`
`Jul 4, 2006
`
`Sheet 2 of 16
`
`US 7,072,849 B1
`
`
`
`
`
`0—ONIll.ON_ON
`
`E 30 E
`
`$5
`3%
`
`our0:
`
`g.%comflucoh...WEINGum—mm
`
`
`
`
`
`l'll'lIll-I'llllllllllllllllllll'
`
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 6 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 6 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 3 0f 16
`
`US 7,072,849 B1
`
`
`
`Header Partition 250
`
`255
`
`
`
`
`
`
`260
`Body Partition
`Body Partition
`260
`
`
`
`
`
`
`
`Window
`
`Partition
`
`275
`
`
`
`
`
`
`
`
`
`291
`
`292
`
`AD Partition 280
`
`‘
`
`Command
`Bar 290
`
`293
`
`294
`
`295
`
`296
`
`297
`
`298
`
`FIG. 3a
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 7 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 7 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 4 0f 16
`
`US 7,072,849 B1
`
`255
`
`Header—
`Partition #1
`250
`
`4:4
`
`.
`
`27:
`
`
`Presentation Data
`/
`
`we ms - 2.30%
`
`
`Body-
`APPLES ARE GOOD FOR YOU
`Partition #2
`APPLES COST -EACH
`
`
`.
`260
`How MANY APPLES DO YOU
`
`
`WISH TO ORDER ? — DESPIOY
`Fleid 1
`270
`(Input)
`D.
`1
`:sp oy
`Field 3
`
`AD—
`Pcrt'tion
`280'
`
`5
`
`
`
`
`
`#
`
`
`
`
`AD
`
`ACTION
`
`BACK PAW MENU
`292
`293
`294
`
`JUMP HELP
`296
`297
`
`EXIT
`298
`
`Command Bar
`partition 290
`
`SPECIFIC DJSPLAY SCREEN EXAMPLE
`
`FIG. 3b
`
`
`
`272
`
`285
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 8 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 8 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 5 0f 16
`
`US 7,072,849 B1
`
`OBJ EC T STR UC TU RE
`
`550
`
`552
`551
`\
`m SEGMENT
`
`552
`SEGMENT
`
`552
`
`SEGMENT
`
`
`
`555
`
`553
`
`554
`
`FIG. 4a
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 9 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 9 of 40
`
`U.S. Patent
`
`m24,mJ
`
`61f
`
`US 7,072,849 B1
`
`:62“...49:28 oEmz.m.85282.828.6Ezoomm._2_:52”:wzo_wmm>.535.2.0.
`
`
`
`
`
`
`
`
`
`
`
`ow82.8525:Pom—BoBuBopom—#80SwoaoBuaowmuoo...52.8
`
`Pam
`
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 10 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 10 of 40
`
`S”U
`
`Jul 4, 2006
`
`Sheet 7 of 16
`
`US 7,072,849 B1
`
`
`8o5:6:ngBuBo
`
`
` 258EBuBo382;mSmmom8nmBoEmzmdmoiBo5&0...moiBo“53%”:HEPwon«oncom
`
`
`
`mun:PONBO
`
`2m#5
`
`Nun
`
`0N0
`
`20.:onSUEEh20.530
`
`NE
`
`wwm
`
`
`
`mommao20.830
`
`
`
`mugEuzoum0%0:
`
`wNnwNm«.Nn
`
`
`
`4.3052.0.5uo<n_
`
`
`
`
`
`z.._.<o_><zomogx.2526a§an
`
`3|m
`
`
`
`Ska2550mm4:7625.ng(#5zoEszwmmm
`
`Non,can
`
`mnmnnmSum
`
`
`
`
`
`.h—mohgmou.wo<n_
`
`
`
`405.200EOE>Z_Buown—8m}.
`
`mNm%anunRm9m.
`
`.30man_
`
`to9mn3.
`
`ZLuaZOEE<Q4.20bimon—ue<a4.20mosnjwm#2;on.
`
`
`
`
`
`
`
`Oeb
`
`Rum
`
`
`
`
`
`5:550mw<n_.35H.592.Egg
`
`
`
`
`
`Ezw”59¢howwmoEnema}.szUDEMHflmJF
`
`
`
`
`
`
`
`
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 11 of 40
`Case 1:21-Cv-01319 Document 1-1 Filed 02/15/21 Page 11 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 8 0f 16
`
`US 7,072,849 B1
`
`
`
`500 524
`
`OBJECTS: COMPOSITION AND RELATIONSHIPS
`
`pGE
`PAGE TEMPLATE OBJECTS
`{-522
`
`
`ELEMENT SELECTOR
`/
`PROGRAM CALLS CALLS
`CALL
`KEYWORD
`PAGE F0 MAT CALL
`
`
`
`
`
`
`PAGE FORMAT OBJECTS
`
`
`
`
`
`PAGE ELEMENT OBJECTS
`
`
`PROGRAM OBJECTS
`‘ 534
`/— 528
`PROGRAMS
`
`
`PARTTTLON DEFINITION
`
`CUSTOM TEXT’—‘514
`CUSTOM CURSOR A512
`
`PRESENTATION DATA’“ 530
`
`FIELD DEFINITIONS\ 516
`
`
`
`WINDOW OBJECTS
`ARRAY DEFINITIONS\ 5.5
`
`
`PROGRAM CALLS \ 532
`
`
`PARTI'I'ION DEFINITION
`PAGE ELEMENT CAU.
`
`
`CUSTOM TExr/- 514
`CUSTOM CURSOR/'51?-
`PRESENTATION DATA
`
`FIELD DEFINITIONS
`ARRAY DEFINITIONS
`PROGRAM CALLi
`
`PARTITION DEFINITIONS
`PAGE DEFAULTS
`
`504 or 510
`
`
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 12 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 12 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 9 of 16
`
`US 7,072,849 B1
`
`55!
`
`PAGE TEMPLATE OBJECT
`
`PAGE
`
`OBJECT
`
`PAGE
`
`
`HEADER
`FORMAT
`
`PAGE FORMAT OBJECT
`
`
`ELEMENT-
`
`
`
`VWESE POINTERS ARE
`Vania? smeouc
`OBJECT OF THE
`\
`TO OBJECT)O
`
`DISPLACEMENTS WITHIN A
`CONTAINING OBJECT
`
`OINTED—
`
`DESCRIBES PARTITIONS
`ON SCREEN
`
`
`
`
`
`504
`
`f
`
`
`
`
`PAGE ELEMENT OBJECT 7
`
`DEFINES PRESENTATION DATA FOR A GIVEN PARTITION
`
`FIELD DEFINITIONS. PROGRAM LOGIC TO BE EXECUTED
`
`
`
`PROGRAM OBJECT
`
`PROGRAM LOGIC TO BE INTERPRETED
`
`AS A RESULT OF AN EVENT. 9.9. FIELD POST—PROCESSOR
`
`
`
`
`508
`
`FIG. 5a
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 13 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 13 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 10 0f 16
`
`US 7,072,849 B1
`
`PAGE COMPOSITION AND PROCESSING
`
`500
`
`5
`
`26
`
`PAGE TEMPLATE
`
`=
`
`PAGE FORMAT cm.
`
`+/
`532
`
`
`
`
`
`. PROGRAM CALL
`
`
`
`PAGE ELEMBIT CALL
`
`
`
`
`PAGE ELEMENT CALL
`
`
`
` PARAMEI'ER DRIVEN
`
`PROGRAMS. EG:
`
`
`APPUCA‘ITON
`ROGRAM OBJECT MODELS COMMON
`
`CODE
`
`
`
`
`
`
`PAGE ELEMENT POSTPROCBSOR
`PAGE ELEMENT mrmuzm Film
`
`
`FIELD DEFINITION
`
`
`
`
`
`HELD POSTPROCESSOR
`
`FIELD INI'I'IAUZB?
`
`
`
`FIG. 5b
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 14 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 14 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 11 0f 16
`
`US 7,072,849 B1
`
`
`
`
`FIG. 6
`
`RS. PROTOCOL
`
`PROCESS OBJECTS
`
`N
`WI DOW
`
`
`
`REQUEST OBJS.
` PARSE OBJS.
`PEN
`(3) E
`PAC
`0
`INTERPRET SECS
`FROG/ESSING
`
`BUILD PPT
`COMPLETE
`
`
`
`(2)
`TRIGGER PRE—PROC
`
`
`TRIGGER
`ROG
`
`MNGE WINDOW STACK
`
`OBJECT PO—id
`
`
`X-FER PRES. DATA
`
`
`
`(C)
`m
`INTERPRET PRE-PROC
`
`(D) USER INPUT
`
`
`SYSTEM GENERATED
`
`
`
`
`
`SELECTORS
`INITIAUZERS
`
`
`
`PROCESS EVENT
`
`
`
`
`NAV PTO-Id
`NTERPRET POST-PROF
`
`
`TRANS PHYS.’LOG WENT
`PROCESS PARAMS.
`UPDATE DISPLAY FIELDS
`
`
`
`(1°
`GENERATE TRANS
`
`
`wmoow
`op
`PEW-
`.
`
`OPEN WINDOW
`NGT)IoN CALL
`
`
`
`
`CLOSE W'NDOW
`TRIGGER FUNCTION
`
`
`
`
`NAVIGATE TO PAGE
`(1d)
`FILTER
`
`
`
`oSE wmoow
`TRIGGER POST—FROG
`(VI/o RETURN)
`
`
`
` (wo—Id
`g3) TRIGGER
`OGRAM
`OBJECT (Po-Id)
`
`'
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 15 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 15 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 12 0f 16
`
`US 7,072,849 B1
`
`
`
` PARTITIONED APPUCATIONS
`
`o
`LINKED PAGE TEMPLATE OBJECTS
`410
`
`0
`PAGE ELEMENT OBJECTS
`
`0
`PROGRAM OBJECTS AND PROCESSORS
`0 TRANSACTION MESSAGE
`
`
`_ S
`
`
`
`42°
`
`450
`
`
`
`
`
`
`ERVICE SOFTWARE KERNAL
`
`
`
`
`LOGICAL OPERATING SYSTEM
`
`PC SPECIFIC MULTI - TASKER
`
`PC SPECIFIC OPERATING SYSTEM
`
`
`
`400
`
`RECEPTION SYSTEM LAYERS
`
`FIG.
`
`'7
`
`433
`
`
`
`
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 16 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 16 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 13 0f 16
`
`US 7,072,849 B1
`
`Key Echo/
`Keyboard Cursor Movement
`Manaer
`
`Manager
`
`Function
`
`
`Data
`
`
`434
`
`
`
`
`0 en/Close
`”‘10"
`Navigate
`
`Presentation
`Data
`
`45‘
`
`435
`
`
`
`Object
`
`
`Interpreter
`
`
`
`Request
`Object
`Object Response
`
`
`
`
`pre—
`Processor
`
`and
`(Build PF’T-
`
`
`
`
`post—
`3334““
`open/close
`
`
`fmng 0f process-
`window
`
`
`
`
`
`TBOL
`or
`
`filters at
`firing
`1

`
`
`
`
`
`
`:2:;;88_
`Facility
`Object Scanner
`
`
`
`(parse segments)
`
`OTB
`
`
`
`
`
`435
`
`0 'ect re-uest
`Agplication level
`
`
`
`
` Non—local
`object
`
`
`request
`
`
`
` Collection
`
`Object
`id
`Manager
`
`
`
`Data Collection
`request
`
`messages
` Receive Queue
`
`Object Manager
`
`Communications
`R-uest Next Queue
`Mano - er Interface
`
`
`
`Receive DlA
`
`
`469
`Messages;
`
` Fatal
`TOCS Objects
`
`
`Error
`59"“ Fatal [”0“ Data
`
`
`
`Manager
`
`
`
`
`
`Send 01A
`Messages
`
`443
`
`Link Communications
`Manager
`
`
`
`FIG. 8
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 17 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 17 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 14 0f 16
`
`US 7,072,849 B1
`
`551
`
`p10
`500
`
`522
`
`526 —-\
`ADSLoT
`PAGE /
`PAGE
`\
`OBJECT FORMAT ELEMENT
`SLENG
`HEADER CALL
`CALL
`522
`l
`I
`5223
`\
`STYPE
`PAGE j
`PAGE
`ELEMENT
`
`CALL
`
`
`ELEMENT
`CALL
`
`
`
`
`
`
`ABCY-555
`SLENG—554
`STYPE—553
`
`-
`
`\
`
`‘
`
`\_
`
`Y '
`/' .
`
`ID
`
`050.
`ABCI
`
`OBJ LENGTH
`
`OBJ CONTROL
`
`STYPE —-—553
`
`554—SLENG
`
`555—ABCF
`
`553—51YPE
`
`554-SLENG
`
`
`'
`555-ABCX
`- PAGE
`
`‘71-l-
`-
`ELEMENT
`
`B PRESENTATION
`OBJECT
`
`PARTmom G DATA
`
`
`55:
`x 530
`
`
`
`
`NAPLPS
`FIELD
`FIELD
`FLD.
`PROG.
`PROGRAM
`
`
`
`PRESNT. DEF. FOR DEF. FOR DEF. FOR CALL FOR
`CAU- FOR
`
`
`
`INPUT
`PART.
`DATA
`“-9- POST
`
`leAUZER ”2835380,?
`
`
`PAGE
`FORMAT
`OBJECT
`
`55|
`
`504
`
`
`
`
`
`
`
`552
`
`PAGE
`ELEMENT
`OBJECT
`PART 2
`
`
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 18 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 18 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 15 0f 16
`
`US 7,072,849 B1
`
`FIG. 10
`PAGE PROCESSING TABLE (ppt)
`
`PAGE LEVEL DATA
`
`ELEMENT
`
`CHAIN
`
`WINDOW
`
`WINDOW LEVEL DATA
`
`ELEMENT LEVEL DATA
`
`\
`
`\
`
`\ ELEmENT LEVEL DATA \
`\ ELEMENT LEVEL DATA \
`/ \ ELEMENT LEVEL DATA
`
`/
`\/—\
`\—\
`\—
`
`\STACK
`
`
`
`ELEMENT LEVEL DATA \
`
`WINDOW LEVEL DATA
`WINDOW LEVEL DATA
`
`
`WINDOW LEVEL DATA
`WINDOW LEVEL DATA
`
`
`
`
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 19 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 19 of 40
`
`U.S. Patent
`
`Jul. 4, 2006
`
`Sheet 16 0f 16
`
`US 7,072,849 B1
`
`FIG. 11
`
`User approximation
`of application/interest
`I ' ll '
`
`User nvo es
`"JUMP" function
`
`
`
`
`
`Staged PEO "JUMPwlndow"
`
`
`opened on display; cursor
`in l/O field; user types
`
`
`approximation of
`
`
`application name
`
`wet charac er of
`user—typed strin
`com cred on cue ed
`p
`table
`
`Ta-le for PTO—related
`mneumonlcs for first
`character fetched from
`network
`
`
`
`
`|ocal string-search cod
`
`searches retrieved table
`for matching string
`
`
`Y
`
`Letter
`string ounique

`N
`
`-aqe
`
`Fetch PTO
`associated with string
`
`
`
`
`P “93' '"' “‘3’ °
`Window for “most“
`o-tian o-ened
`
`User selects
`
`
`
`triggers past-processors
`
`
`etc go“
`t ‘ esen
`associated with nearest
`
`o- e afiefélsreor
`alphabetic JUMPword
`
`
`
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 20 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 20 of 40
`
`US 7,072,849 B1
`
`1
`METHOD FOR PRESENTING ADVERTISING
`IN AN INTERACTIVE SERVICE
`
`RELATED APPLICATIONS
`
`This is a division of application Ser. No. 07/388,156 filed
`Jul. 28, 1989, Sep. 13, 1994, as US. Pat. No. 5,347,632,
`application Ser. No. 07/388,156 being a continuation in part
`of application Ser. No. 07/328,790, now abandoned filed
`Mar. 23, 1989, which itself was a continuation in part of
`application Ser. No. 07/219,931, now abandoned filed Jul.
`15, 1988.
`
`BACKGROUND OF THE INVENTION
`
`1. Field of Use
`
`This invention relates generally to a distributed process-
`ing, interactive computer network intended to provide very
`large numbers of simultaneous users; e. g. millions, access to
`an interactive service having large numbers; e.g., thousands,
`of applications which include pre-created, interactive text/
`graphic sessions; and more particularly,
`to a method for
`presenting advertising to service users during interactive
`sessions, the method featuring steps for presenting adver-
`tising concurrently with applications, the advertising being
`organized as data which is stored for presentation and
`replenished at the user sites so as to minimize interference
`with retrieval and presentation of application data;
`the
`method also featuring steps for individualizing the adver-
`tising presented based on user characterizations defined by
`service interaction and/or other data such as user demo-
`
`graphics and geographical location.
`2. Prior Art
`
`Interactive computer networks are not new. Traditionally
`they have included conventional, hierarchical architectures
`wherein a central, host computer responds to the information
`requests of multiple users. An illustration would be a time-
`sharing network in which multiple users, each at a remote
`terminal, log onto a host that provides data and software
`resource for sequentially receiving user data processing
`requests, executing them and supplying responses back to
`the users.
`
`While such networks have been successful in making the
`processing power of large computers available to many
`users, problems have existed with them. For example, in
`such networks, the host has been required to satisfy all the
`user data processing requests. As a result, processing bottle-
`necks arise at the host that cause network slowdowns and
`
`compel expansion in computing resources; i.e., bigger and
`more complex computer facilities, where response times are
`sought to be held low in the face of increasing user popu-
`lations.
`
`Host size and complexity, however, are liabilities for
`interactive networks recently introduced to offer large num-
`bers of the public access to transactional services such as
`home shopping, banking, and investment maintenance, as
`well as informational services concerning entertainment,
`business and personal matters. As can be appreciated, com-
`mercial interactive networks will have to provide attractive
`services at low cost and with minimal response times in
`order to be successful. Unlike military and governmental
`networks where, because of the compulsory nature of the
`service performed, costs, content and efficiency are of sec-
`ondary concern, in commercial services, since use is pre-
`dominantly elective, and paid for by the consumer, costs will
`have to be held low, content made interesting and response
`times reduced in order to attract and hold both users who
`
`10
`
`15
`
`20
`
`25
`
`30
`
`35
`
`40
`
`45
`
`50
`
`55
`
`60
`
`65
`
`2
`would subscribe to the service and merchandisers who
`
`would rely on it as a channel of distribution for their good
`and services. Accordingly, if the service delivery system is
`allowed to increase in size and complexity, either unchecked
`or unsubsidized, higher use costs would have to be charged
`to recover the larger capital and operating expenses, with the
`negatively,
`spiralling effect
`that
`fewer users could be
`attracted and be available over which to spread the costs for
`sustaining the service.
`In the past, other suppliers of mass-media services such as
`radio, television, newspapers, and magazines, have sought to
`hold access and subscription prices to affordable levels by
`relying on advertising income to offset the costs of providing
`their users with the benefits of technological advance. How-
`ever, in the case of interactive computer services, it has not
`been apparent how advertising could be introduced without
`adversely affecting service speed and content quality, which
`as noted, are considered essential elements for service
`success.
`
`Particularly, in an interactive service, if advertising were
`provided in a conventional manner; as for example, by
`providing the advertising as additional data to be supplied to
`and presented at the user sites, the effort would compete with
`the supplying and presentation of service application data,
`and have the undesirable effect of diminishing service
`response time. More specifically, if advertising were sup-
`plied conventionally from a host to a user site, the applica-
`tion traffic, which constitutes the substance of the service,
`would have to compete with advertising for network com-
`munication resources. Yet additionally, even if traffic con-
`flicts were somehow avoided, the presentation of the service
`applications would have to be interrupted and delayed; for
`example like television and radio commercials, as advertis-
`ing content was presented to the user. The effect of these
`anticipated delays would be to degrade application response
`time and diminishing service attractiveness.
`Additionally, in view of the need to maintain the user’s
`interest in application content so as to drive the interactive
`session, it has not been apparent how advertising matter
`could be provided without distracting the user or disrupting
`the session. Where service response time is diminished for
`the sake of advertising which is either irrelevant or distaste-
`ful, insult is added to the injury, increasing the likelihood the
`user, and service, will be, simply, turned off.
`
`SUMMARY OF INVENTION
`
`Accordingly, it is an object of this invention to provide a
`method for presenting advertising in an interactive service.
`It is another object of this invention to provide a method
`for presenting advertising in an interactive service which
`method enables the presentation of advertising to be inte-
`grated with presentation of service applications.
`It is a yet another object of this invention to provide a
`method for presenting advertising in an interactive service
`which method minimizes the potential
`for interference
`between the supply of interactive-service applications and
`advertising.
`It is a still another object of this invention to provide a
`method for presenting advertising which minimizes the
`potential for interference between presentation of interac-
`tive-service applications and advertising. It is yet a further
`object of this invention to provide a method for presenting
`advertising in an interactive service which method enables
`the advertising presented to be individualized to the user to
`whom it is presented in order to increase the likelihood the
`advertising will be of interest to the user.
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 21 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 21 of 40
`
`US 7,072,849 B1
`
`3
`And, it is still a further object of this invention to provide
`a method for presenting advertising in an interactive service
`which method enables the user to transactionally interact
`with the advertising presented.
`Briefly, the method for presenting advertising in accor-
`dance with this invention achieves the above-noted and
`
`other objects by featuring steps for presenting advertising
`concurrently with service applications at the user reception
`system; i.e., terminal. In accordance with the method, the
`advertising is structured in a manner comparable to the
`manner in which the service applications are structured. This
`enables the applications to be presented at a first portion of
`a display associated with the reception system and the
`advertising to be presented concurrently at a second portion
`of the display. Further, in accordance with the method, the
`user reception system at which the advertising is presented
`includes facility for storing and managing the advertising so
`that it can be pre-fetched from the network and staged at the
`reception system in anticipation of being called for presen-
`tation. This minimizes the potential for communication line
`interference between application and advertising traffic and
`makes the advertising available at the reception system so as
`not to delay presentation of the service applications. Yet
`further the method features steps for individualizing the
`advertising supplied to enhance potential user interest by
`providing advertising based on a characterization of the user
`as defined by the users interaction with the service, user
`demographics and geographical location. Yet additionally,
`advertising is provided with transactional facilities so that
`users can interact with it.
`
`In preferred form, the method includes step for organizing
`advertising and applications as objects that collectively
`include presentation data and executable program instruc-
`tions for generating the advertising and applications at the
`reception system. In accordance with the preferred form of
`the method, advertising and application objects are selec-
`tively distributed in the service network in accordance with
`a predetermined plan based on the likelihood the applica-
`tions and advertising will be called by the respective user
`reception systems.
`the method includes step for
`Also in preferred form,
`maintaining an advertising object identification queue, and
`an advertising object store that are replenished based on
`predetermined criteria as advertising is called for association
`and presentation with applications. In accordance with the
`method, as applications are executed at the reception system,
`the application objects provide generalized calls for adver-
`tising. The application calls for advertising are subsequently
`forwarded to the reception system advertising queue man-
`agement facility which, in turn supplies an identification of
`advertising who’s selection has been individualized to the
`user based on, as noted, the user’s prior interaction history
`with the service, demographics and local. Thereafter, the
`object
`identification for the advertising is passed to the
`object store to determine if the object is available at the
`reception system. In preferred form, if the advertising object
`is not available at the reception system, a sequence of
`alternative advertising object identifications can be provided
`which if also are unavailable at the reception system will
`resulting in an advertising object being requested from the
`network. In this way, advertising of interest can be targeted
`to the user and secured in time-efficient manner to increase
`the likelihood of user interest and avoid service distraction.
`
`10
`
`15
`
`20
`
`25
`
`30
`
`35
`
`40
`
`45
`
`50
`
`55
`
`60
`
`65
`
`4
`BRIEF DESCRIPTION OF THE DRAWINGS
`
`The above and further objects, features and advantages of
`the invention will become clear from the following more
`detailed description when read with reference to the accom-
`panying drawings in which:
`FIG. 1 is a block diagram of the interactive computer
`network in which the method of the present invention may
`be practiced;
`FIG. 2 is a schematic diagram of the network illustrated
`in FIG. 1;
`FIGS. 3a and 3b are plan views ofa display screen for a
`user reception system at which advertising can be presented
`to a user in accordance with the method of the present
`invention;
`FIGS. 4a, 4b, 4c and 4d are schematic drawings that
`illustrate the structure of objects, and object segments that
`may be used for advertising and applications in accordance
`with the method of the present invention;
`FIG. 5a is a schematic diagram that illustrates the con-
`figuration of the page template object which might be used
`for presentation of an application and advertising in accor-
`dance with the method of the present invention;
`FIG. 5b is a schematic diagram that
`illustrates page
`composition which might be used for presentation of an
`application and advertising in accordance with the method
`of the present invention;
`FIG. 6 is a schematic diagram that illustrates the protocol
`which might be used by a reception system for supporting
`applications and advertising in accordance with the method
`of the present invention;
`FIG. 7 is a schematic diagram that illustrates major layers
`for a reception system which might be used for supporting
`applications and advertising in accordance with the method
`of the present invention;
`FIG. 8 is a block diagram that illustrates native code
`modules for a reception system which might be used for
`supporting applications and advertising in accordance with
`the method of the present invention;
`FIG. 9 is a schematic diagram that illustrates an example
`of a partitioned application to be processed by a reception
`system which might be used for supporting applications and
`advertising in accordance with the method of the present
`invention;
`FIG. 10 illustrates generation of a page with a page
`processing table for a reception system which might be used
`for supporting applications and advertising in accordance
`with the method of the present invention;
`FIG. 11 is a flow diagram for an aspect of the navigation
`method of a reception system which might be used for
`supporting applications and advertising in accordance with
`the method of the present invention.
`
`DESCRIPTION OF THE PREFERRED
`EMBODIMENT
`
`General System Description
`
`FIGS. 1 and 2 show a network in which the method of the
`
`present invention for presenting advertising might be used.
`As seen the network, designated 10, includes a plurality of
`reception units within a reception layer 401 for displaying
`information and providing transactional services. In this
`arrangement, many users each access network 10 with a
`conventional personal computer; e.g., one of the IBM or
`IBM-compatible type, which has been provided with appli-
`cation software to constitute a reception system (RS) 400.
`
`

`

`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 22 of 40
`Case 1:21-cv-01319 Document 1-1 Filed 02/15/21 Page 22 of 40
`
`US 7,072,849 B1
`
`5
`As seen in FIG. 1, interactive network 10 uses a layered
`structure that includes an information layer 100, a switch/file
`server layer 200, and cache/concentrator layer 300 as well as
`reception layer 401. This structure maintains active appli-
`cation databases and delivers requested parts of the data-
`bases on demand to the plurality of RS 400’s, shown in FIG.
`2. As seen in FIG. 2, cache/concentrator layer 300 includes
`a plurality of cache/concentrator units 302, each or which
`serve a plurality of RS 400 units over lines 301. Addition-
`ally, switch/file server layer 200 is seen to include a server
`unit 205 connected to multiple cache/concentrator units 302
`over lines 201. Still further, server unit 205 is seen to be
`connected to information layer 100 and its various elements,
`which a

This document is available on Docket Alarm but you must sign up to view it.


Or .

Accessing this document will incur an additional charge of $.

After purchase, you can access this document again without charge.

Accept $ Charge
throbber

Still Working On It

This document is taking longer than usual to download. This can happen if we need to contact the court directly to obtain the document and their servers are running slowly.

Give it another minute or two to complete, and then try the refresh button.

throbber

A few More Minutes ... Still Working

It can take up to 5 minutes for us to download a document if the court servers are running slowly.

Thank you for your continued patience.

This document could not be displayed.

We could not find this document within its docket. Please go back to the docket page and check the link. If that does not work, go back to the docket and refresh it to pull the newest information.

Your account does not support viewing this document.

You need a Paid Account to view this document. Click here to change your account type.

Your account does not support viewing this document.

Set your membership status to view this document.

With a Docket Alarm membership, you'll get a whole lot more, including:

  • Up-to-date information for this case.
  • Email alerts whenever there is an update.
  • Full text search for other cases.
  • Get email alerts whenever a new case matches your search.

Become a Member

One Moment Please

The filing “” is large (MB) and is being downloaded.

Please refresh this page in a few minutes to see if the filing has been downloaded. The filing will also be emailed to you when the download completes.

Your document is on its way!

If you do not receive the document in five minutes, contact support at support@docketalarm.com.

Sealed Document

We are unable to display this document, it may be under a court ordered seal.

If you have proper credentials to access the file, you may proceed directly to the court's system using your government issued username and password.


Access Government Site

We are redirecting you
to a mobile optimized page.





Document Unreadable or Corrupt

Refresh this Document
Go to the Docket

We are unable to display this document.

Refresh this Document
Go to the Docket