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`SNAP EXHIBIT 1027
`Snap Inc. v. Palo Alto Research Center Inc.
`IPR2021-00987
`
`Page 1 of 72
`
`

`

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`
`US 8,209,320 B2
`
`Page 2
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`“U.S. Appl. No. 11/645,946, Notice of Allowance mailed Jul. 26,
`
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`2010”, 16 pgs.
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`“U.S. Appl. No. 11/645,946, Response filed Jun. 28, 2010 to Non
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`Final Office Action mailed Jan. 26, 2010”, 15 pgs.
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`“U.S. Appl. No. 12/940,715, Non Final Office Action mailed Dec. 9,
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`2010”, 19 pgs.
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`“U.S. Appl. No. 11/645,946, 312 Amendmentfiled Aug. 26, 2010”, 3
`pgs.
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`“U.S. Appl. No. 11/645,946, PTO Response to 312 Amendment
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`mailed Sep. 14, 2010”, 2 pgs.
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`“U.S. Appl. No. 12/940,715, Final Office Action mailed Jul. 26,
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`2011”, 22 pgs.
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`“U.S. Appl. No. 12/940,715, Response filed May 6, 2011 to Non
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`Final Office Action mailed Dec. 9, 2010”, 12 pgs.
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`“International Application Serial No. PCT/US2007/01 1992, Interna-
`
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`tional Preliminary Report on Patentability mailed Dec. 24, 2008”, 8
`pgs.
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`“U.S. Appl. No. 12/940,715, Responsefiled Nov. 28, 2011 to Final
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`Office Action mailed Jul. 26, 2011”, 13 pgs.
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`* cited by examiner
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`OTHER PUBLICATIONS
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`International Application Serial No. PCT/US2007/011992, Search
`
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`Report mailed Jul. 15, 2008, P220, 5 pgs.
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`International Application Serial No. PCT/US2007/011992, Written
`
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`Opinion mailed Jul. 15, 2008, P237, 4 pgs.
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`U.S. Appl. No. 11/645,946, Non-Final Office Action mailed Apr. 24,
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`2009, 14 pgs.
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`U.S. Appl. No. 11/645,946, Final Office Action mailed Nov. 18,
`
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`2008, 11 pgs.
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`U.S. Appl. No. 11/645,946, Final Office Action mailed Nov. 18,
`
`
`2008, 10 pgs.
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`U.S. Appl. No. 11/645,946, Response filed Jan. 18, 2009 to Final
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`Office Action mailed Nov. 18, 2009, 14 pgs.
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`U.S. Appl. No. 11/645,946, Response filed Jul. 24, 2009 to Non Final
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`Office Action mailed Apr. 24, 2009, 14 pgs.
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`U.S. Appl. No. 11/645,946, Response filed Sep. 10, 2008 to Non
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`Final Office Action mailed Jun. 10, 2008, 17 pgs.
`
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`“U.S. Appl. No. 11/645,946 Final Office Action mailed Jan. 26,
`
`2010”, 13.
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`Page 2 of 72
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`Page 2 of 72
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`

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`EK Preview
`FE
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`yuajed‘S70
`
`
`ZLOZ‘97“une
`OFJ9[JOOUS
`
`7HO7E°607'8SA
`
`1.6) Clickthrough
`
`EK Server
`FE
`
`
`[View item
`
`Search, ect.|
`
`1.4)
`
`Impression
`vent
`
`Sojoumer Bus
`
`
`
`1.7) MI, Search
`
`
`8
`Sojoumer
`islene
`
`
`0.1) Request Preview (URL...)
`0.4)
`Preview EK ad
`
`O2) Fetch
`
`L, CSS
`
`HT
`
`)
`1.3) Add New URL;
`Fire URL Fetch Event
`
`
`
`
`
`
`23} Fetch
`1.9) Return EK : 1.2) Lookup URL ->
`54
`2}Consume
`1.1) aet EK od (URL...)
`HTML, CSS
`
`
`0.3) Poss Scrudbed Text:
`v)
`Cached Keywords
`URL.Fetch Event
`
`Extract Keywords
`cobSaat
`eeeho
`
`
` “axl
`Feich/Extract
`
`
`URL Keyword
`Consumer
`,
`teen.poo
`
`Cache
`2.4) Write URL ->
`
`Keywords
`
`
`2.3) Pass Scrubbed
`ext: Extract
`Keywords
`
`
`OUR
`
`Site Query
`Demand
`Keyword Extractor/Ranker
`(SIBE service)
`
`Gras
`Keyword Store
`grego
`—_
`
`Index
`Tracking
`
`
`Page 3 of 72
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`

`

`from
`Accept call
`consumer
`application
`
`
`
`Valid Perameters?
`
`
`Yes
`
`
`
`Does URL
`algorithm exist
`in
`
`coche?
`
`No
`
`No
`
`Return error
`
`
`
`URL
`already being
`
`processed?
`
`
`
`Yes
`
`Yes
`
`event
`
`Produce BES
`
`to oe URL
`
`crawled
`
`Return cached
`results
`
`Return Statue
`
`FIG. 2
`
`yuajed‘S70
`
`
`ZLOZ‘97“une
`OFJ97JOOUS
`
`7HO7E°607'8SA
`
`Return statue
`
`Page 4 of 72
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`

`

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`Suppl
`Dale
`
`Demand
`Data
`
`Page Data
`}
`
`_ategonzation
`
`Pass set of
`
`[keyword + category]
`
`
`
`Assign relevance
`score for each
`
`Calculate relevance
`probability for each
`[keyword + category]
`
`Combine
`probabilities
`
`FIG. 3
`
`{keyword + category]
`
`
`Historical
`
`Pinar
`ate
`
`
`
`Paid
`Search RPC
`Data
`
`Lookup financial
`
`score for each site
`1D x URL x
`[keyword + category]
`
`
`
`Calculate financial
`probability for each
`{keyword + category]
`
`
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`yuazed‘S'N
`
`
`ZLOZ‘97“une
`OrJO€JOOS
`
`7HO7E°607'8SA
`
`Page 5 of 72
`
`

`

`Results
`
`User Events
`
`Data Extracted
`
`Query Term
`
`Category 'D
`
`FIG. 4
`
`
`
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`
`
`
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`
`
`
`
`
`
`yuazed‘S'N
`
`
`ZLOZ‘97“une
`OFJ9F9S
`
`7HO7E°607'8SA
`
`User Events{earchwnard
`
`
`Bid/BIN
`
`Data Extracted
`
`Query Term
`
`Category ID
`
`Differential Bid Amount
`Absolute Bid Amount
`
`FIG. 5
`
`Page 6 of 72
`
`

`

`
`
`
`
`
`
`Bid/BIN
`
`pearch caurd
`
`User Events
`
`Data Extracted
`
`Query Term
`
`Category ID
`
`Absolute BIN Amount
`
`FIG. 6
`
`yuazed‘S'N
`
`
`ZLOZ‘97“une
`OFJOSJOOS
`
`
`Search Results
`User Events|fo 9 keyword
`
`
`Query Term
`Product Reference ID (if available)
`Category ID
`
`Data Extracted
`
`FIG.7
`
`7HO7E°607'8SA
`
`
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`Page 7 of 72
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`

`

`
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`
`
`Search Results
`from ad
`
`Bid/BIN
`For a keyword
`
`
`
`Differential Bid Amount
`Ad Query Term
`Category ID
`Absolute Big Amount
`
`User Events
`
`Data Extracted
`
`FIG. &
`
`
`
`Search Results
`
`
`Bid/BIN
`For a keyword
`
`
`from ad
`
`
`Ad Query Term
`Category |D
`Absolute BIN Amount
`
`User Events
`
`Data Extracted
`
`FIG.Y
`
`
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`yuazed‘S'N
`
`
`ZLOZ‘97“une
`OFJO9JOOS
`
`7HO7E°607'8SA
`
`Page 8 of 72
`
`

`

`
`
`Impression
` 4 Search Term
` | Logo
`
`
`aay
`Impression
`
`
`
`
`
`
`ipod 20GB ipod video 60ab
`
`
`
`
`
`
`creative Zen vision somsung_yptl
`
`
`
`
`
`MP3 Accessories
`
`MP3 Players
`
`
` changing the way
`
`
`
`
`
`
`+ Product
`Apple IPod Video Black (30 CB,
`
`
`
`
`
`Impression
`Witness (oii ie ehon
`
`MAI46LL/A) Digital Media Player
`
`
`
`
`
`
`
`
`it played sands. The photos. Then
`First
`
`
`
`
`podcasts.
`plays video,
`Now IPod
`
`
`
`
`
`
`you experience your
`
`
`
`
`
`
`
`music and more.
`In lighter,
`Again.
`
`
`
`
`
`
`thinner 30GB and
`60GB models,
`the
`
`
`
`
`
`
`new IPod is music to your eyes.
`
`
`
`
`
`I Apple IPod "e Black
`$355.00
`
`
`
`1) Bids
`
`
`
`ge A HEMNEAEA os
`30 GB, MAT46LL/A}
`nib
`
`
`
`
`Shipping! NEW in Box!
`
`
`i Apple IPod i Black
`
`
`
`
`
`30 GB, MAT46LL/A)
`nib
`
`
`
`
`NEW! NEW! NEW! NEW! Fast
`
`
`
`Shipping! NEW in Box!
`
`
`
`ti Apple IPod in Black
`
`
`
`
`
`ewe NEW! NEW! ey Fast
`30 GB, MAI46LL/A)
`nib
`
`
`
`
`
`
`
`Shipping! NEW in Box!
`
`
`
`
`
`New Apple IPod Video Black
`
`
`
`
`an NeW! ie ! Fast
`30 GB, MAT46LL/A)
`nib
`
`
`
`
`
`
`
`Shipping! NEW in Box!
`
`
`
`
`
`New Apple !Pod Video Black
`
`
`
`
`iy NEW! NEW! (i
`' Fost
`30 GB, MAI46LL/A)
`nib
`
`
`
`
`
`
`
`Shipping! NEW in Box!
`
`[od [Sere
`
`
`
`Ads by eBay Insight
`
`
`Impression
`
`
`
`
`
`
`2 Category
`Impression
`
`
`
`
`1 Listing
`Impression
`
`
`
`
`
`
`
`
`
`
`mage
`
`
`
`
`
`U.S. Patent
`
`
`
`
`
`Jun. 26, 2012
`
`
`
`
`Sheet 7 of 40
`
`
`
`US 8,209,320 B2
`
`
`1 Ad Unit
`
`
`
`
`
`
`
`
`
`
`Searches ranked
`H2-5
`
`Top categories
`
`
`
`
`
`
`from
`Top product
`
`
`#1 ranked keyword
`
`
`
`
`
`Listings from ffl
`
`
`ranked search
`
`
`$355.00
`
`
`12 Bids
`
`
`$355.00
`
`
`12 Bids
`
`
`$355.00
`
`
`12 Bids
`
`
`$355.00
`
`
`12 Bids
`
`
`
`
`
`
`
`
`
`
`
`
`
`1 Search Box
`
`Impression
`
`
`
`
`FIG. 10
`
`Page 9 of 72
`
`Page 9 of 72
`
`

`

`
`
`
`
`
`
`
`
`ltems based off of
`Keyword Extractor
`recommendations.
`
`the
`
`
`
`
`
`
` Keywords recommended by
`
`
`Apple iPod nano
`Search eBay
`for:
`the Keyword Extractor for
`
`Black 4 GB 4aqb
`iPod, Nano, MP5,
`
`
`
`
`So
`MATO/LL/A New...
`Q particular web page.
`Hoole,
`
`
`Recommendations are based
`
`headphones
`
`Price: $150.00
`off
`relevancy, supply
`
`
`(# of Host
`listings)
`Time: 2 days 21 hours
`
`New, Apple iPod
`'
`shuffle (512 MB -
`MP3 Accessories,
`Cate
`
`
`gories recommendated by
`M9724LL/A) MP3...
`MP3 Players,
`the eyo Extractor for a
`
`Price: $119.99
`Portable Audio,
`Electronics
`
`
`
`particular web page. Time: 6 days 17 hours
`
`eBay AdWindow
`
`FIG. 11
`
`
`
`
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`Page 10 of 72
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`Can't Fetch KWs
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`
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`
`Fetching Exceptions
`Returned
`
`
`(3.5.5)
`
`
`
`FIG. 12
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`yuajed‘S70
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`ZLOZ‘97“une
`OFJO699S
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`7HO7E°607'8SA
`
`Affillate creates an EK,
`selecting gutomated under
`selection. Enters
`content
`required info and clicks on
`Preview button.
`
`Paramenter passed to
`the Keyword Extractor:
`URL
`(where od is placed)
`Site |
`Character Encoding of URL
`Category ID(s) - optional
`All parameters (3.1, 3.2.1)
`
`Catalog Properties (5.6.1No blacklisted KWs
`
`URL Fetch inittated by
`the Keyword Extractor
`(3.2.2)
`
`Dataset Returned to EK:
`Keywords* (site-specific)
`Colegores
`
`Products
`
`Page 11 of 72
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`Contextual Ad loads -
`either by landing on the
`page or
`refreshing the
`page.
`
`Paramenter passed toto
`the Keyword Extractor:
`URL
`(where ad is placed)
`Site |
`Character Encoding of URL
`Category ID(S) - optional
`All parameters (3.1, 3.2.1)
`
`Returne
`
`Fetching Exceptions
`
`(356)
`
`
`
`
`
`
` Dataset Returned to EK:
`Keywords* (top overall)
`Categories
`
`Products
`Catalog Properties
`(36.1No blacklisted KWs
`
`
`
`(5.6.1No blacklisted KWs
`
`Can't Fetch KWs
`
`URL Fetch initiated be
`the Keyword Extractor
`(3.22)
`
`Dataset Returned to EK:
`Keywords* (site-specific)
`Coleqaries
`Products
`Catalog Properties
`
`FIG. 13
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`yuazed‘S'N
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`ZLOZ‘97“une
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`7HO7E°607'8SA
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`Page 12 of 72
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`for an ad slot.
`
`Step 1:
`Keyword Extractor return keyword +
`cd egory combinations for a URL.
`Each combo includes a value
`indicating the the
`probability that a
`combo should be
`
`
` URL DB
`
`
`4)
`MP3 Players
`iPod
`20
`MP3 Players
`Nano
`
`10
`Portable Audio
`MP3
`+
`
`
`URL-Keyword Cache
`]
`Electronics
`Apple
`
`
`
`
`3
`Accessories
`Headphones
`
`
`EK Server
`FE
`
`
`
`FIG. 14
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`yuajed‘S70
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`ZLOZ‘97“une
`OFJ9TT99S
`7HO7E°607'8SA
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`Page 13 of 72
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`EK server normalizes the values and
`assigns a probability between 0 and 1
`to each keyword + category
`combination
`
`Keyword Extracto
`
`EK Server
`
` Step 2:
`
`iPod
`
`Headphones
`
`MP3 Players
`MP3 Players
`Portable Audio
`Electronics
`Accessories
`
`
`
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`
`
`
`
`92
`
`23
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` Apple
`
`
`Headphones
`
`
`
`FIG. 15
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`yuayed‘SN
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`ZLOZ‘97“une
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`Page 14 of 72
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`

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`Apple iPod nano
`el
`4 GB 4gb
`‘ite
`Time:
`
`5
`M
`oe
`Price: $119.99
`Time: 6 days 17 hours
`
`Search eBay for:
`Pod, Nano, MP5,
`Apple,
`headphones
`
`Shop eBay for:
`MP3 Accessones,
`MP5 Players,
`Portable Audio,
`Llecironics
`
`eBay AdWindow
`
`Headphones
`
`\
`
`
`
`FIG. 16
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`Page 15 of 72
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`.
`
`EKServerServer
`
`Probabilit
`opabtiity
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`alue
`
`45
`10
`/
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`yuajed‘S70
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`ZLOZ‘97“une
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`FIG. 17
`
`Maa”
`ep &
`is
`To populate Slot 2, Nano
`removed from the keyword list
`and Step 3 is repeated.
`
`Keyword
`
`Keyword Extractor
`Categor
`gory
`
`|
`
`Headphones
`
`MP3 Players
`Portable Audio
`Electronics
`Accessories
`
`
`
`Page 16 of 72
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`
`image 34 x 54
`
`Q
`
`Current Bid:
`
`Apple iPod nano
`BlockACBZab,
`MAIO/LL/A New...
`
`180 x =
`
`
`
`
`
`
`
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`yuazed‘S'N
`
`
`ZLOZ‘97“une
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`
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`Search eBay for:
`Apple iPod nano Black 4
`$150.00
`iPod, Nano, MPS,
`@
`GB_4gb, MAIO/LL/A
`
`
`
`2 days 21 hours
`Hoole,
`
`
`New...
`headphones
`
`
`Current Bid: $150.00
`right now on
`SG|lay
`2 days 21 hours
`
`peerrrr|cost
`
`
`
`New, Apple iPod shuffle
`f°]
`Shop eBay for:
`(512 WB -Ma724Ut/W)
`i nocessures,
`
`
`
`
`
`ayers,
`LY Prive: $119.99
`Portable Audio,
`
`
`Time: 6 days 17 hours
`Llecironics
`
`
`
`right now on
`
`
`Sacray | aha
`
`eBay_AdFPO
`
`
`CfffLLSLLLLLLL
`
`536 x 280
`
`image 34 x 34
`night now on eBay
`Apple iPod
`nano Block
`46B 4qb
`MAIO/LL/...
`
`Current Bid: $150.00
`eBay AdFPO
`
`@
`
`FIG. 18
`
`125 x 125
`
`Page 17 of 72
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`
`imoge 94 x 54
`
`
`
`
`Search eBay for:
`Apple iPod nano Black 4
`
`iPod, Nano, MPS,
`GB 4ab, MAIO/LL/A
`
`
`aaones
`New...
`
`
`Current Bid: $150.00
`
`2 days 21 hous)
`
` = naeayers,
` New, Apple iPod shuifle
`HD12 MB “8724/A}
`
`
`
`Portable Audio,
`Electronics
`
`(aiLLL, haynowon
`
`oY ela8
`
`
`
`
`
`
`
`
`
`436 x 280
`
`
`
`
`
`“TBO150
`
`
`
`image 34 x 34
`right now on eBay
`ZA hople iPod
`nano Black
`4GB 4ab,
`
` Apple iPod nono
`
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`ioeLigae
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`
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`
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`yuajed‘S70
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`ZLOZ‘97“une
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`AaaaaaaaA
`
`
`
`125 x 125
`
`FIG. 19
`
`e00077
`VY, + AdFPOWA
`
`Page 18 of 72
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`right now on eBay
`
`Apple iPod nano Block 4 GB 4ab,
`MATO7LL/A New...
`Current Bid $150.00
`2 days 21 hours
`
`Search eBay for:
`iPod, Nano, MP3, Apple,
`headphones
`
`
`
`eBay_AdAFPO
`
`
`
`eBay AdWindow
`
`Apple iPod nano
`Black 4 GB 4ab,
`MAIO7LL/A New...
`Current Bid $150.00
`2 doys 21 hours
`
`New, Apple iPod
`shuffle
`(512 MB -
`M9724LL/A) MP3...
`Price: $119.00
`6 days 17 hours
`
`New, Apple iPod
`shuffle
`(512 MB -
`M9724LL/A} MP3...
`Price: $119.00
`6days 17 hours
`
`New, Apple iPod
`shuffle
`(512 MB -
`M9724iL/A) MP3...
`Price: $119.00
`6 days 17 hours
`
`Shop eBay for:
`MP3 Accessories,
`MP5 Players,
`Portable Audio,
`Electronics
`
`le ro nano
`;
`New, Apple iPod
`Search eBay for:
`ack 4GB4gb
`iPod, Nano, MPS,
`shuffle
`(512 MB -
`180 x 150
`Apple,
`MAIO7LL/A New...
`M9724LL/A) MPS...
`headphones
`Current Bid $150.00
`Price: $119.00
`2
`days 21 hours
`6 ays 17 hours
`cece!Osh
`ac
`MATOZLL/A New...
`Current Bid $150.00
`2 days 21 hours
`
`
`right now on eBay
`Apple iPod nano Black
`4 GB ‘gh MAIO7LL/A
`it...
`Get
`Box
`New in
`Current Bid $150.00
`6 days
`1/7 hours
`
`
`
`right now on eBay
`
`336 x 280
`
`
`
`eBay AdAFPO
`
`125 x 125
`
`FIG. 20
`
`
`
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`
`
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`
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`yuajed‘S70
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`
`ZLOZ‘97“une
`OrJOLTONS
`7HO7E°607'8SA
`
`Page 19 of 72
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`Yfotols
`CATEGORY KEYWORDS
`change on rollover
`tabs double as keywords activated
`on click
`
`
`
`
`
`
`ALL)
`
`
`
`
`
`
`
` celiayy
`
`DYNAMICALLY GENERATED PRODUCT LISTINGS
`
`load
`5 listings upon, initial
`2 more sets of 3 upon user interaction
`
`SEARCH BOX
`
` Apa eaeOenig
`
`A atue
`: le pee
`qb,
`ack 4
`4qb,
`ac
`ac
`
`MAMAIOTIL/ANewNew... MAIO/LL/A New... MATO/LL/A._ New...
`
`
`
`
`
`TAB BASED
`
`
`Current Bid $150.00 Current Bid $150.00
`Current Bid $150.00
`2 days 21 hours 2 days 21 hours=2 days 21 hours
`
`
`
`
`
`
`
`FIG, 21
`
`
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`yuajed‘S70
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`
`ZLOZ‘97“une
`OFJ9ST}99US
`7HO7E°607'8SA
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`Page 20 of 72
`
`

`

`eBay Brand theme
`Full color
`
`Single color
`
`
`
`yuajed‘S70
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`Lyeeeeed
`
`ZLOZ‘97“une
`OFJ96T}99US
`7HO7E°607'8SA
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`
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`
`
`
`
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`
`
`FIG. 22
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`Page 21 of 72
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`Search eBay for:
`Apple ‘Pod nano
`iPod, Nano, MP3,
`Black 4GB 4qb
`
`
`()
`MATO7LL/A New...
`Apple
`
`
`heodahones
`
`
`Current Bid: $150.00
`2 days 21 hours
`
`
`
`Ne Apple iPod
`Shop eBay for:
`°|
`igALL MP3...
`MP3 Players,
`MP3 Accessories,
`ulfle (512 MB -
`
`
`
`
`fq Price: $119.99
`Portable Audio,
`
`
`
`6 days 17 hours
`Llecironcs
`
`
`
`right now on
`eiany
`
`
`eBayAdFP0
`
`
`
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`Marketing
`Link
`
`
`
`Hos
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`0S
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`Listing
`
`Sarch
`Box
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`earc
`
`
`336 x 280
`
`FIG. 23
`
`yuajed‘S70
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`ZLOZ‘97“une
`OFJ9OTJ99US
`7HO7E°607'8SA
`
`Page 22 of 72
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`celia
`
`Home > Affiliates > Tools
`
`
`
`site _map
`service |
`|
`register
`pay |
`home |
`Start new search
`
`NcSeach
`Powered By IBM
`Hello!
`Sign in/out
`
`
`AARAAAAAAAAAAVYARAARARAAARAAZ
`eBay Affiliate Program LAI _IES
`IPS iPS 1a PB EN PB
`
` Tools
`OK 0000 10K
`
`
`
`
`
`
`
`
`
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`
`
`
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`yuajed‘S70
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`ZLOZ‘97“une
`OFJ9[7}99US
`7HO7E°607'8SA
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`Choose a Topic
`
`Welcome
`Learning Center
`Program Details
`eBay Ads
`Tools
`
`’
`¢
`
`« Flexible
`DestinationTool
`KeywordLinkingLinking
`Dynamic Landing
`Pages
`ID
`Shopper
`«
`¢ More Tools
`
`Best Practies
`API Developer Kit
`
`and tools available.
`
`The eBay Affiliate Pro
`enwith all business models.
`
`ram strives to provide our affiliate community with the most advanced applications
`he eBay Affilate Toolbox consists of
`tools and products relevant
`for all offiliate and
`
`OO
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`Search By
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`voor. Keyword xxx 0c
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`100K
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`© en 00 a
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`Instantly create trackable links to any eBay URL.
`
`Easily create 1,000’s of customized affiliate {inks.
`
`Continued on next page
`FIG. 24a
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`Page 23 of 72
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`Comtinued from previous page
`
`
`
`
`Commission
`Junction
`
`-
`
`KKK
`
`© OOK
`
`
`
`
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`quae“SN
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`7HO7E°607'8SA
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`across
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`iwoLLLLLLLLLPOOOASALALLLL
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`
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`FIG. 24b
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`Page 24 of 72
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`yuajed‘S70
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`ZLOZ‘97“une
`OFJ9£7JOYS
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`
`
`PAGE HEADER
`
`PAGE TITLE
`
`KEY SELECTION
`
`CONTENT SELECTION
`[AUTOMATICTV)
`WEB ADDRESS * @)
`
`
`
`
`HOME a COMMUNITY a= AFFILIATE PROGRAM » CREATE EBAY AD a= TEXT AND IMAGE
`
`
`eBAY AFFILIATE PROGRAM : TEXT AND IMAGE
`
`
`CHOOSE THE CONTENT AND SEE THE PREVIEW
`@ SUMMARY TEXT TO SET CONTEXT FOR THIS PAGE
`
`
` CHOOSE CONTENT @)
`
`
`
`
`
`
`
`CATEGORY (optional) ©)
`
`@ BABY = CAR SAFTEY SEATS a INFANT HEAD SUPPORT
`
`CHANGE CATEGORY
`
`
`
`ADVANCED OPTIONS (optiona!
`
`
`NO ADVANCED OPTIONS HAVE BEEN SELECTED
`ADVANCED OPTIONS
`
`
`
`ADVANCED OPTIONS
`
`
`
`
`
` PROVIDER TRACKING PROVIDERS
`TRACKING ID.
`(LEARN =
`
`
`
`
`
`
`CATEGORY SELECTION
`
`
`
`NOT AN AFFILIATE? JOIN NOW
`PREVIEW]
`| REFRESHPAGE
`
`| RESET
`
`PREVIEW/REFRESH/RESET
`
`
`
`
`
`
`
`
`FIG. 25
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`Page 25 of 72
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`yuajed‘S70
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`ZLOZ‘97“une
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`7HO7E°607'8SA
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`CHOOSE CONTENT C?)
`CONTENT SELECTION
`|MANUAL—_|¥)
`ENTER KEYWORDS * 2)
`
`
`
`(2)
`
`SEARCH BOTH TITLE AND DESCRIPTION TO FIND MORE DESCRIPTIONS
`
`FIG. 26
`
`Page 26 of 72
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`

`

`CATEGORY # 129223 yuayed
`
`CATEGORIES YOU HAVE SELECTED
`@ CLOTHING SHOES & ACCESSORIES> WEDDING APPAREL>
`e@ ADD A SECOND CATEGORY
`
`YOU HAVE FINISHED
`SELECTING A
`CATEGORY
`CONTINUE BELOW
`
`“SN
`
`ZLOZ‘97“une
`OFJOSZOBS
`7HO7E°607'8SA
`
`CHOOSE A CATEGORY
`
`BROWASE FOR CATEGORIES
`
`OKS
`BUSINESS & INDUSTRIAL >
`CAMERAS & PHOTO >
`CLOTHING SHOES & ACCESSORIES >
`
`COMPUTERS & NETWORKING >
`CONSUMER ELECTRONICS >
`
`ACCESSORIES >
`
`MAGAZINE BACK ISSUES
`MAGAZINE SUBSCRIPTIONS>
`NONFICTION BOOKS
`TEXTBOOKS, EDUCATION
`WHOLESALE, BULK LOTS>
`OTHER
`
`| CANCEL
`
`BRIDES MADE DRESSES | REMOVE
`
`FIG, 27
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`Page 27 of 72
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`CATEGORY # [29223 yuazed
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`7HO7E°607'8SA
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`CHOOSE A CATEGORY
`
`BROWSE FOR CATEGORIES
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`BUSINESS & INDUSTRIAL >
`CAMERAS & PHOTO >
`CLOTHING SHOES & ACCESSORIES >
`COINS >
`COLLECTIBLES >
`COMPUTERS & NETWORKING >
`CONSUMER ELECTRONICS >
`
`ACCESSORIES >
`ANTIQUES & COLLECTIBLES
`AUDIO
`BOOKS
`CATALOGS >
`
`MAGAZINE BACK ISSUES
`MAGAZINE SUBSCRIPTIONS >
`NONFICTION BOOKS
`TEXTBOOKS, EDUCATION
`WHOLESALE, BULK LOTS >
`OTHER
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`Ota {NSHED
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`CATEGORIES YOU HAVE SELECTED
`@ CLOTHING SHOES & ACCESSORIES > WEDDING APPAREL
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`@ CLOTHING SHOES & ACCESSORIES> WEDDING APPAREL
`@ CLOTHING SHOES & ACCESSORIES> WEDDING APPAREL
`@ CLOTHING SHOES & ACCESSORIES> WEDDING APPAREL
`@ CLOTHING SHOES & ACCESSORIES> WEDDING APPAREL
`
`BRIDES MADE DRESSES | REMOVE
`BRIDES MADE DRESSES | REMOV
`BRIDES MADE DRESSES | REMOV
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`FIG. 28
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`HOME > COMMUNITY > AFFILIATE PROGRAM> CREATE EBAY AD > TEXT AND IMAGE
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`eBAY AFFILIATE PROGRAM : TEXT AND IMAGE
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`CHOOSE THE CONTENT AND SEE THE PREVIEW
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`@ SUMMARY TEXT TO SET CONTEXT FOR THIS PAGE
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`CHOOSE CONTENT ©)
`CONTENT SELECTION
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`|AUTOMATIC_L¥]
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`WEB ADDRESS * @)
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`CATEGORIES (OPTIONAL) C2)
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`DISPLAY
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`ADVANCED OPTIONS (OPTIONAL)
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`PREVIEW|
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`FIG. 29
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`CHOOSE CONTENT ©
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`CONTENT SELECTION
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`AUTOMATIC
`WEB ADDRESS * @
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`CATEGORY {optional) @
`@ BABY > CAR SAFETY SEATS > INFANT HEAD SUPPORT
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`ADVANCED OPTIONS (optional)
`DISPLAY: HEM TITLE AND PRICE
`GALLERY IMAGE
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`FIG. 30
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`HOME > COMMUNITY > AFFLIATE PROGRAM > CREATE eBAY AD > TEXT AND IMAGE
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`eBAY AFFILIATE PROGRAM: TEXT AND IMAGE = PQ Pa Rv A Bn BR BP PA BR
`/\, PLACEHOLDER ERROR TEXT
`sl ©
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`_Help
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`CHOOSE CONTENT ©
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`CONTENT SELECTION
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`AUTOMATIC
`WEB ADDRESS * @
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`FIG, 31
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`Page 31 of 72
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`?days21hours
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`NewApple
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`Size:128x88
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`Code]
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`Status120x60
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`iPod,Nano,MP3,
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`U.S.PatentJun.26,2012Sheet30of40US8,209,320B2
`
`[Preview]|Resetea
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`Notanaffiliate?JoinnowPreview
`CONTENT=.
`iPod FIG,32
`
`°CommentsCustomizeHelp
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`@SummarytexttosetcontextforthispageQ(=)@)
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`HOME>COMMUNITY>AFFLIATEPROGRAM>CREATEeBAYAD>TEXTANDIMAGE
`border="0" [Copy
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`eBAYAFFILIATEPROGRAM:TEXTANDIMAGE
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`[CMpeeeer
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`COLOR THEME:
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`BACKGROUND:|#FFFFFF BORDER:L#535535[7] (F LINK: [#103688 [-) TEXT: |, #000000
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`FIG. 33
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`Page 33 of 72
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`FILE EDIT VIEW FAVORITES TOOLS HELE EFAX
`©RBCKy @s B B QD
`[SARCH AAVORTES @ (Br arD Ff]
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`FIG. 34
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`Page 34 of 72
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`

`

`Color Theme:
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`size: 128 x 60
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`q=0Milei
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`border="
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`Size: 128 x 60
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`300 X 250
`200 X 290
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`h eBa a Sh
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`eadphones| i123 Pia}
`336 X 280
`Nano, MP3
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`180 X 130
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`Custom ad New Apple iPod
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`FIG, 35
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`Page 35 of 72
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`Custom Ad Title Text
`
`2h 30m View all 122 items on eBay
`
`| The title should go here
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`Picture
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`Product
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`noe?
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`nove
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`Content Sample - iPod 20
`
`qb New
`
`Content Sample - iPod 20
`
`gb New
`
`Price
`
`Bids
`
`Time Left
`
`2h 30m
`
`$89.25
`
`$85.25
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`Disclaimer
`
`FIG. 36
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`yuayed“SN
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`Page 36 of 72
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`[VM] [=]
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`tems: [2]
`SIZE: [CustomAd
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`Background:| }|atEFFEF Link:|jL#1D366B|F1D366B|) Text:|#000000HEEFFE[7 Border] #595333 BB |) Body Font:
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`Display: LD Gallery Image Sort By:|Highest price first
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`CT Time Left
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`Right now on
`aia
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`Picture
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`Product
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`Price
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`Bids
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`Time Left
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`2h 30m
`9
`$85.25
`ino
`Content Sample - iPod 20 gb New
`2h 30m
`5
`$85.25
`ik Content Sample - iPod 20 gb New
`Disclaimer
`View all 122 items on eBay
`
`
`
`
`FIG. 37
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`Page 37 of 72
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`Results for a
`
`
`keyword
`
`User Events
`
`Data Extracted
`
`
`
`
`
` Search
`
`Query Term
`Product Reference ID (if available)
`Category ID
`
`
`FIG, 38
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`yuajed‘S70
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`ZLOZ‘97“une
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`7HO7E°607'8SA
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`Page 38 of 72
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`Step 1:
`Keyword Extractor return keyword +
`calegory combinations for o URL.
`Each combo includes a value
`indicating the the
`probability that o
`combo should be
`for an ad slot.
`
`
`
`
`
`URL DB
`+
`URL-Keyword Cache
`
`45
`MP3 Players
`iPod
`20
`MP3 Players
`Nano
`10
`Portable Audio
`MP3
`1]
`Electronics
`Apple
`)
`Accessories
`Headphones
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`59
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`23
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`06
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`FIG. 39
`
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`1.00
`
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`Step 2:
`EK server normalizes the values ond
`assigns a probability between 0 and 1
`to each keyword + category
`combination
`
`Keyword Extractor
`Category
`
`Probability
`
`iPod
`Nano
`MP3
`Apple
`Headphones
`
`MP3 Players
`MP3 Players
`Portable Audio
`Electronics
`Accessories
`
`4)
`20
`10
`7
`5
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`8/
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`MP3
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`Apple
`
`Page 39 of 72
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`yuajed‘S70
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`Steps:
`The EK Server “plays th egame”
`by choosing a random number
`1
`between 0 and 1. This number
`dictates which keyword will
`fill
`top slot
`(slot 1)
`in the ad.
`
`the
`
`
`
`
`
`
`
`Search eBay for:
`Apple iPod nano
`iPod, Nano, MPS,
`Black
`4 GB 4ab
`
`
`9 SHOP fee.
`Apple,
`
`
`headphones
`rice: $150.00
`
`
`Time: 2 days 21 hours
`
`
`
`
`>|
`New, Apple iPod
`Shop eBay for:
`MB -
`sh
`MP3 Accessories,
`
`
`MP3...
`MP3 Players,
`
`
`
`Price: $119.99
`Portable Audio,
`
`
`
`
`clectronics
`EK Server generates
`a random number:
`.68
`Time: 6 days 17 hours
`
`
`
`=> chooses 'Nano’to
`ejay
`|
`ad
`use for the listing in
`
`Slot
`1
`\
`eBay AdWindow
`
` M
`
`Headphones
`
`
`
`Step 4:
`To populate Slot 2, “Nano” is
`removed from the keyword list
`and Step 3 is
`repeated.
`
`Keyword Extractor
`Category
`
`
`
`
`
`
`
`
`Pod
`MP3 Players
`45
`0.67
`MP3
`Portable Audio
`10
`0.15
`Apple
`Electronics
`7
`0.10
`
`Accessories
`5
`0.07
`
`Probability
`
`6/
`
`1.00
`
`FIG. 40
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`Page 40 of 72
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`7HO7E°607'8SA
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`Page 41 of 72
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`200
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`Page 42 of 72
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`US 8,209,320 B2
`
`
`1
`SYSTEM AND METHOD FOR KEYWORD
`
`
`
`EXTRACTION
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`
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`CROSS-REFERENCE TO RELATED PATENT
`
`
`APPLICATIONS
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`This patent application claims the benefit of the filing date
`
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`of U.S. Provisional Patent Application Ser. No. 60/804,387,
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`
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`
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`
`
`filed Jun. 9, 2006, and entitled, “SYSTEM AND METHOD
`FOR KEYWORD EXTRACTION AND CONTEXTUAL
`
`
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`
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`
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`ADVERTISEMENT GENERATION”,the content of which
`
`
`
`
`is incorporated by reference herein.
`
`BACKGROUND
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`2
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`FIG.1 illustrates a high-level architecture of the keyword
`
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`
`
`extractor system in an example embodiment.
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`FIG.2 illustrates the basic logic used in the Editor Kit front
`
`
`
`end of an example embodiment.
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`
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`
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`The overall keyword ranking process in an example
`embodimentis illustrated in FIG.3.
`
`
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`FIG.4 illustrates a graph showing association of category
`
`
`
`
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`ID to query term in an example embodiment.
`
`
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`
`
`FIG. 5 illustrates a graph showing association of bid
`
`
`
`amounts to query term.
`
`
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`
`
`FIG. 6 illustrates a graph showing association of BIN
`
`
`
`amount to query term.
`
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`
`
`FIG.7 illustrates a graph showing association of product
`
`
`
`reference ID to query term.
`
`
`
`
`
`
`FIG. 8 illustrates a graph showing association of Bid
`
`
`
`amounts to ad query term.
`
`
`
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`
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`FIG. 9 illustrates a graph showing association of BIN
`
`
`
`amount to query term.
`
`
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`
`
`A userinterface in an example embodimentis presented in
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`
`
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`
`
`FIG. 10 as a generic mockup showing impressions generated
`from one ad unit.
`
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`An example of the contextualad is illustrated in FIG. 11.
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`FIG.12 illustrates an example of a real-time preview in an
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`example embodiment.
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`FIG. 13 illustrates an example of an EK to KEinterface
`interaction for various embodiments.
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`FIGS. 14-17 illustrate a flowchart to diagram the slot selec-
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`tion process in an example embodiment.
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`Graphic and text ads are available with a fixed color
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`schemeas pictured in FIG. 18 in an example embodiment.
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`Examples of customizable ads are pictured in FIG. 19 in an
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`Examples of the text ads are pictured in FIG. 20 in an
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`example embodiment.
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`A visual example of the tab-based flash ad in an example
`embodimentis shown in FIG.21.
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`FIG. 22 illustrates fixed color theme examples in an
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`example embodiment.
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`FIG. 23 illustrates an Ad Components Legend in an
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`example embodiment.
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`An example of a Host Tools pageis illustrated in FIG. 24
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`for an example embodiment.
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`An example of a “Create Your Own Ad page”is illustrated
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`in FIG. 25 for an example embodiment.
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`An example of choosing manualcontent is shown in FIG.
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`26 for an example embodiment.
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`FIGS. 27 and 28illustrate category selection in an example
`embodiment.
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`FIG.29 illustrates the selected category display mock-up
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`for an example embodiment.
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`FIG.30 illustrates the selected advanced options mock-up
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`for an example embodiment.
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`FIG. 31 illustrates the error message mock-up for an
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`example embodiment.
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`FIG. 32 illustrates the preview area mock-up for an
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`example embodiment.
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`FIG. 33 illustrates the custom color mock-up for an
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`example embodiment.
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`FIG. 34 illustrates the color palette mock-up for an
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`example embodiment.
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`FIG.35 illustrates an example of a color/size drop down in
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`an example embodiment.
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`FIG.36 illustrates an example of a custom adtitle for an
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`example embodiment.
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`FIG.37 illustrates an example of the Create Your Own Ad
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`page for an example embodiment.
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`20
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`25
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`30
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`35
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`1. Technical Field
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