Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 1 of 47
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`EXHIBIT 3
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`Part 2 of 6
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 2 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 2 of 47
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`ATTORNEY DOCKETNO. 127072.111
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`PATENT
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`loaded into the system. In an embodiment, the created profile contains at least a username and a
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`password. The profile optionally includes demographic data such as the user’s gender,age,
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`regional location and ethnic background. At step 2230, the user mayselect a digital media
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`presentation. As the digital media experience begins, the default digital media presentation may
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`be presented for the user’s viewing and/orlistening pleasure. During the viewingof the digital
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`media presentation, at step 2240 the trigger points 320 may be compared with the tags 1010
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`stored in the user’s personalprofile to determineif the default digital media asset video sequence
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`300 should be changed. If no tag 1010 is present for the tested trigger point, the digital media
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`asset video sequence 300 may be viewed unchanged until the next trigger point 320. Ifa tag is
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`present, the content of the digital media may be changed according to the stored user’s personal
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`profile 561.
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`[0111]
`In one example, an advertiser that manufactures various types of pet food,
`including dog food and cat food, forms an agreement with a record label that distributes music
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`videos on the Internet for free viewing. A new music video of a popularartist may include a
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`scene, segment or image having a dog or cat walk across the backgroundto eat from a bowl of
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`food or simply have a dog or cat graphic. Sitting next to the bowlof foodis a bag labeled with
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`one of the advertiser’s brand nameof pet food. Upon entering the website, the user’s personal
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`profile may be accessed. The profile may include information that the individual is a dog lover
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`and/or dog owner. During playback ofthe video, a selection of the species of animal may be
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`determinedat the trigger point 320 based on the viewer’s profile. For example, a tag 1010 in the
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`profile may indicate to insert a dog into the video. Insertion of a dog into the media as opposed
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`to a cat increases both the effectiveness of the advertising, by allowing the advertiser to highlight
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`dog food to a dog lover, and the enjoymentof the video, since a dog loveris morelikely to enjoy
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`PT: #175773 v2 (3rmi02!.DOC)
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 3 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 3 of 47
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`ATTORNEY DOCKETNO. 127072.111
`
`PATENT
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`a music-based digital media experience featuring a dog. Thus, both the advertiser and theartist
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`may benefit from the enhanced digital media being presented to viewers. Furthermore, the
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`personal profile may further indicate a preferred breed of dog, such as golden retrieverorterrier.
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`If such information is specified, the specific breed of dog or cat maybe inserted at the trigger
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`point 320. The affinity of the user to the breed of animal mayresult in the user feeling more
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`personally connected to the video.
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`{0112] FIG. 16 illustrates exemplary digital media assets in the form of specialized
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`background materials 200 illustrating one part of the world (the continent of South America) and
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`background materials 200 including a woman’s eye and face. In the event that it is determined
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`from the user profile that the user has an appropriate (or positive) affinity for South America,this
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`background maybeselected for presentation. Similarly, the woman’s eye (or eye color) and face
`(or hair color) maybeselectedif it is determined that they would create a better emotional
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`experience for the user. By providing this material to that particular user an enhanced emotional
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`experience may occurfor the user.
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`(0113] FIG. 17 illustrates a screen with personalized content in the form ofdigital
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`media in which an automobile segment produced bythe creative director 110 is shown on the
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`screen along with a young man and a young woman. In one embodiment, these images are
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`produced in conjunction with the audio, such that the user hears the artist’s song and sees this
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`specialized content and background material to create an emotionally enhanced experience.
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`In
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`one embodiment, the digital assets used to create the personalized digital media asset are selected
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`based on the user profile and the ability to optimize the emotional experience for the user. These
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`assets may include the make and/or color of the automobile, the ethnic background of the young
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`man and young women, and eventhe color of the eye in the background.
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`PT: #175773 v2 (3rml02!.DOC)
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 4 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 4 of 47
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`ATTORNEY DOCKETNO. 127072.111
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`PATENT:
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`[0114]
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`FIG. 18 illustrates a screen posing a question relating to an IMI to a user.
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`In this
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`screen, the user is asked a question 1820 and can respondin textual form. The system may use
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`the response to determine the user’s perception of the IMI and consequently the user’s
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`preferences within the media narrative form. The system mayfurther assess the user’s potential
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`affinity and addit to the user’s profile.
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`[0115]
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`FIG. 19 illustrates a screen posing a multiple choice question 1902 relating to a
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`media narrative experience. The user may respondto the question by selecting an answer. The
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`selected answer may provide information to the system regarding the user’s desires, preferred
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`affinities and otherinternal narrative perceptual identification basedattributes. In FIGs. 18 and
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`19, digital media assets are presented on the screen and may be customized according to the
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`updated user’s profile based upon the answersto those or previous questions posed to the user.
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`[0116]
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`FIG. 20 represents an alternative screen for posing questions 2002 within a
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`digital media asset based experience to a user in which the user is asked to respondto a particular
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`question and a particular character 2004, in this case from a TV series. Upon responding, the
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`system may store information about the user and update the experience or presentation based on
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`the current answer.
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`[0117]
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`FIG. 21 illustrates a screen having a “chat type” window 2102 relating to an
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`experience in which case the user can communicate with other users of the same experience.
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`One advantage of this embodimentis that the users can share their comments on that experience
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`with each other in either an anonymousor non-anonymous format. In another embodiment, users
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`can simultaneously log on to an experience in a customized format. In this embodiment, the
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`users can communicate with each other through a chat type window,e-mail, instant messenger,
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`or other communication mechanism to discuss their emotional experience and put themselves
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`PT: #175773 v2 (3rml02!.DOC)
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 5 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 5 of 47
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`ATTORNEY DOCKETNO. 127072.111
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`PATENT
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`into the story or the narrative experience. Such communication mayallow users with higher
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`social tendencies to have an enhanced experience and be morereceptive to the sponsor’s
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`involvementas a result.
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`[0118] The screens of FIGs.15-21 may be enhanced byoperation of a fuzzy logic based
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`Enhanced Director Agent. FIG. 22B illustrates an embodimentof the operation of a fuzzy logic
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`based Enhanced Director Agent (EDA) for Digital Media Assets (DMA)“action” in a
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`dynamically delivered digital media narrative platform. Audience interactions and/or inputs are
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`normalized in step 2250 and the normalized inputs are stored in individual profile population
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`files 2260. The profile population per individual may be used to evaluate inputs andto infer
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`mixture of digital internal narrative perception identification framework profile elements,
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`including internal narrative perception identification framework, per individual in step 2270 and
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`sends this information to the digital asset evaluation step 2280. At step 2280, the creative
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`director 110 evaluates the digital asset classification 2275 to infer a mixture of DMAasset
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`preferences. This mixture may be used to formapriority of digital internal narrative perception
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`identification frameworkprofile elements at step 2285. At step 2290,the priority of DMAaction
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`is determined using the individual digital internal narrative perception identification framework
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`profile. The DMA mayinclude aspects such as audio, graphic, animation features, video
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`features, the timing of the audio and/or video and any other transformable aspect of the DMA.
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`At step 2295, the DMAaction is set to correspond to each individual digital internal narrative
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`perception identification framework profile according to the highest probability for personal
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`preference and enhanced audienceidentification.
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`[0119] The DMAaction may include changing any aspectof the digital media narrative
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`that enhances the experience without destroying the integrity of the narrative experience. The
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`PT: #175773 v2 (3rml02!,.DOC)
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 6 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 6 of 47
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`ATTORNEY DOCKETNO. 127072.111
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`PATENT
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`action may include time sensitive changes, such as the changing of events, the playback speed,
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`the timing of playback or the sequence of events such as changingthe orientation of“scenes.”
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`The action may include changing the audio including the volumeofplayback,the score (i.e., the
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`background music), the language spoken or even the accent of the speaker. The action may
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`include changing the video aspect such as the gender, race or age of a character, the background
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`scenery, the elements of the episode (e.g., a motorcycle, bicycle or horse is ridden), the color of
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`clothing worn, an overcast or sunny sky, or any other visual aspect of the DMA. The inventionis
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`intended to cover any DMAactions that makethe digital media asset video sequence 300 more
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`connected to the viewer and enhance the experience.
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`[0120]
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`In an embodiment, the DMAactionsare logical and do not break the flow of a
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`narrative or an episodic narrative. In other words, in an embodiment, a changed asset does not
`destroy the plotline ofa story and does not introduce a character or elementthat has no logical
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`reason for appearing in the frame. For example, in this embodiment, it would not be appropriate
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`to change the background scenery to a cityscape if the character is shown wearingskis,
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`conversely changing the background to a mountain while the main character is carrying shopping
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`bags would destroy the flow of the DMA.
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`[0121] Another collaborative aspect may include enabling another user to control the
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`digital media presented to the user. A first user may experience a digital media narrativethat
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`includes the aforementioned automatic enhancements and allows for personal selection of
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`events/media content. Thefirst user may enjoy the content so much that he or she wishes to
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`share the experience with select friends, family or colleagues. The user may save the
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`personalized digital media and enable selected individuals to share the experience by informing
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`the system. The first user may set a security level for further sharing. A low security level may
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 7 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 7 of 47
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`ATTORNEY DOCKETNO. 127072.111
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`PATENT
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`allow general access to the digital media narrative and enable secondary viewers to share the
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`personalized digital media narrative with other viewers. A high security level may limit viewing
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`of the digital media content to users having a direct relationship to the first viewer. A medium
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`security level may limit access to viewers having either a direct link to the first viewer or an
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`indirect connection, such as a friend-of-friend connection.
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`[0122]
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`FIG.23 illustrates a narrative perception identification framework that enables
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`matching ofdigital media assets to individuals. The framework may be broken downinto, for
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`example, seven subsections: cognitive affinities, emotionalaffinities, social affinities, self-
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`narrating self-maintaining content, internal narrativetraits preference topology,time sensitive/
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`episodic and expectation sequencing, and collective/collaborative. Each of these subsections
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`may be assigned a value for a particular user. In an embodiment, cognitive affinities may be
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`assigned a value defining whetheran affinity is unknownor whetherthe person hasa positive or
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`negative affinity for a digital media asset. In an embodiment, unknown, low, medium,and high
`affinities mayalso be assigned to emotional and social affinities.
`In an embodiment,the self-
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`narrating self-maintaining content may have no content, appropriate content, non-appropriate
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`content, or the meaning of content that populates other fields. In an embodiment, time
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`sensitive/episodic and expectation sequencing may determine whether the sequencealigns with
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`cultural or psychological expectations, speed, motion variance and outcomevariables for
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`outcome expectations, and/or intent valencing and intent association. In an embodiment, the
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`collective/collaborative subsection may determine whetherthe individualis socially connected
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`with other users, the definition and relevance of such connections, and whetherthe individual
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`prefers to receive content from others. The collective/collaborative subsection may include a
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`determination of whether appropriate content or inappropriate content should be displayed.
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 8 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 8 of 47
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`ATTORNEY DOCKETNO. 127072.111
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`PATENT
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`[0123]
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`It should be noted that the inventionis notlimited to viewing on a Personal
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`Computer (PC) or laptop computer butis intended for use with any digital viewing orlistening
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`device. This includes, but is not limited to, televisions, Personal Digital Assistants (PDAs),
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`wireless telephones, MP3 players and any other device utilized to view or listen to video and
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`audio signals and that can carry on two way communications.
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`[0124] The many features and advantages of the invention are apparent from the
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`detailed specification. Thus, the appended claims are intended to coverall such features and
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`advantagesof the invention which fall within the true spirits and scope of the invention. Further,
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`since numerous modifications and variations will readily occur to those skilled in the art, it is not
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`desired to limit the invention to the exact construction and operation illustrated and described.
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`Accordingly, all appropriate modifications and equivalents may be included within the scope of
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`the invention.
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`(0125] Although this invention has been illustrated by reference to specific
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`embodiments,it will be apparent to those skilled in the art that various changes and
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`modifications may be made whichclearly fall within the scope of the invention. The inventionis
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`intended to be protected broadly within the spirit and scope of the appended claims.
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 9 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 9 of 47
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`ATTORNEY DOCKET NO. 127072.111
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`PATENT
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`Whatis claimedis:
`
`CLAIMS
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`1.
`
`A methodof associating attributes with digital media assets, the method
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`comprising:
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`identifying a digital media asset;
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`associating at least one digital media asset attribute with the digital media asset as
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`an association, wherein the at least one digital media assetattribute is classified according to at
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`least one of significance ofaffinity, self narrating audience generated content classification,
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`defined topologies, time sensitive sequencing, and collective/collaborative classification; and
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`storing the association of the digital media asset with the at least one digital media
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`asset attribute.
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`2.
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`The method of claim 1 wherein the digital media asset includes one or more of a
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`foreground image, a background imageor audio.
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`3.
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`The methodof claim 1 wherein the storing is performed ona server.
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`4.
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`The method of claim 1, further comprising:
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`receiving digital media content having a digital media asset.
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 10 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 10 of 47
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`ATTORNEY DOCKETNO. 127072.111
`
`PATENT
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`5.
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`A system for associating attributes with digital media assets, the system
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`comprising:
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`a server;
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`C
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`a computer-readable storage medium operably connected to the server;
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`wherein the computer-readable storage medium contains one or more
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`programminginstructions for performing a methodofassociating attributes with digital media
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`assets, the method comprising:
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`identifying a digital mediaasset,
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`associating at least one digital media asset attribute with the digital media
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`asset as an association, wherein the digital mediaasset attribute is classified according to
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`at least one of significanceofaffinity, self replicable audience generated content
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`classification, defined topologies, time sensitive sequencing, and collective/collaborative
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`classification, and
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`storing the association of the digital media asset with the at least one
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`digital media asset attribute in the computer-readable storage medium.
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`6.
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`The system of claim 5 wherein the digital media asset includes one or more of a
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`foreground image, a background image or audio.
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`7.
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`The system of claim 5 wherein the computer-readable storage medium further
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`contains one or more programming instructions for performing the following:
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`receiving digital media content having a digital media asset; and
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`storing the digital media content in the computer-readable storage medium.
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 11 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 11 of 47
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`ATTORNEY DOCKET NO. 127072.111
`
`PATENT
`
`ABSTRACT
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`Disclosed are a system, method and software to associate attributes with digital
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`media assets. Digital media contains specific assets, such as images, that can be replaced with
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`other assets. The system, method and software permit the association ofattributes with specific
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`assets. The association ofattributes and assets enables the provision of content that is enhanced
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`and more impacting fora user.
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 12 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed.04/02/21 Page 12 of 47
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`This Page Is Inserted by IFW Operations
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`BEST AVAILABLE IMAGES
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`Defects in the images may include(but are not limited to):
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 13 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 14 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 16 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 18 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 19 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 19 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 20 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 22 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 23 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 23 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 24 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 24 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 25 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 25 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 26 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 26 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 27 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 27 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 28 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 28 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 29 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 29 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 30 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 30 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 31 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 31 of 47
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`20-cv-00810-ADA Document62-4 Filed 04/02/21 Page 32 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 32 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 33 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 33 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 34 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 34 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 35 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 35 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 36 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 36 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 37 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 37 of 47
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`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 38 of 47
`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 38 of 47
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`10Tales0000349
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`

`Case 6:20-cv-00810-ADA Document 62-4 Filed 04/02/21 Page 39 of 47
`om: RusseK Case 6:20-Cv-00810-ADAsdreGuinanboseGaiS3E0 04/02/21 eAIeSDeedd7:23PM PA
`~~
`@
`REIN, ve Gus
`MY ULI
`PEPPER AHYLLIUN COP
`NG. S32
`P.2
`
`o
`
`DECLARATION AND POWER OF ATTORNEY
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`4s below named inventor(s), eaoh person signing this document hereby declave(s) that:
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`Toelieve I arn the original,first and sole inventor(ifonly one name is listed below) or an original, first
`and joint inventor (if plural names are listed below) ofthe subject matter claimed and for which a patent
`is sought on the invention entitled METHOD, SYSTEM AND SOFTWARE FOR ASSOCIATING
`ATTRIBUTES WITHIN DIGITAL MEDIA PRESENTATIONS,the specification ofwhich [X] is
`attached hereto OR [
`] was filed an
`ag Application Serial No.
`.
`
`
`Thereby state that I have reviewed end uaderstend the contentsofthe above identified specification,
`including the claims, as amended by any amendmentreferred to above.
`Taoknowledgethe duty to disclose information which is known to me to be material to patentability in
`accordance with Title 37, Code ofFederal Regulations, Section 1.56().
`
`Ihereby claim foreign priority benefita under Title 35, United States Code, Section 119 of any foreign
`application(s) for patent or inventor's certificate listed below and havealso identified below any foreign
`application for patent ar inventor'scertificate having a filing date before thatof the epplication on which
`priority is claimed:
`
`Priority Claimed
`Prior Foreign Applieation(s):
`
`
`
`Nuuaber CouryBateFued Yas No
`
`
`
`Thereby claim the benefit under 35 USC Section 119(¢) ofany United States provisional application(s)
`listed below,
`
`Prior Provisional Application(s):
`NumberDateBled
`60/460,998
`April 7, 2003
`
`Uhereby claim the benefit undor Title 35, United States Code, Section 120 ofany United States
`application(s) listed below and, insofar as the cubject matter of each ofthe claims ofthis application is act
`disclosed in the prior United States application in ths manner provided by the first paragraph ofTi