Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 1 of 100
`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 1 of 100
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`EXHIBIT 6
`EXHIBIT 6
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 2 of 100
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`UNITED STATES PATENT AND TRADEMARK OFFICE
`__________
`BEFORE THE PATENT TRIAL AND APPEAL BOARD
`__________
`TIKTOK INC., Petitioner
`v.
`10TALES, INC.,
`Patent Owner
`__________
`IPR Case No. IPR2021-00476
`Patent 8,856,030
`__________
`
`
`PETITION FOR INTER PARTES REVIEW
`OF U.S. PATENT NO. 8,856,030
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`SMRH:4822-1736-0340.33
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 3 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`TABLE OF CONTENTS
`
`Page
`INTRODUCTION ........................................................................................... 1 
`I. 
`II.  MANDATORY NOTICES, GROUNDS FOR STANDING, AND FEE
`AUTHORIZATION ........................................................................................ 1 
`A. 
`Real Parties-in-Interest .......................................................................... 1 
`B. 
`Related Matters ...................................................................................... 1 
`C. 
`Lead and Back-Up Counsel ................................................................... 1 
`D. 
`Service Information ............................................................................... 2 
`E. 
`Grounds for Standing ............................................................................ 2 
`F. 
`Fee Authorization .................................................................................. 2 
`PRECISE RELIEF REQUESTED / STATUTORY GROUNDS ................... 2 
`III. 
`IV.  RELEVANT INFORMATION CONCERNING THE ’030 PATENT .......... 3 
`A. 
`State of the Art at the Time of the ’030 Patent ..................................... 3 
`B. 
`Level of Ordinary Skill in the Art at the Time of the ’030 Patent ........ 4 
`C. 
`Overview of Challenged Claims ........................................................... 4 
`D. 
`The ’030 Patent’s Effective Filing Date and Prosecution History
` ............................................................................................................... 7 
`CLAIM CONSTRUCTION ............................................................................ 9 
`V. 
`VI.  SPECIFIC EXPLANATION OF GROUNDS .............................................. 11 
`A. 
`The Prior Art ....................................................................................... 11 
`1. 
`Bar-El ........................................................................................ 11 
`2. 
`Reisman ..................................................................................... 15 
`3. 
`Leeke ......................................................................................... 19 
`Ground 1: The Challenged Claims Are Rendered Obvious by
`Bar-El in View of Reisman ................................................................. 22 
`1. 
`Claim 1 ...................................................................................... 23 
`2. 
`Claim 2 ...................................................................................... 47 
`Ground 2: The Challenged Claims Are Rendered Obvious by
`Bar-El in View of Leeke and Further in View of Reisman ................ 48 
`
`B. 
`
`C. 
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 4 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`E. 
`
`Claim 1 ...................................................................................... 49 
`1. 
`Claim 2 ...................................................................................... 54 
`2. 
`D.  Ground 3: The Challenged Claims Are Rendered Obvious by
`Leeke in view of Reisman ................................................................... 55 
`1. 
`Claim 1 ...................................................................................... 55 
`2. 
`Claim 2 ...................................................................................... 72 
`Obviousness and Motivation to Combine ........................................... 73 
`1. 
`Bar-El, Leeke, and Reisman are Analogous Art ....................... 73 
`2. 
`Single or Multiple Computer-Readable Storage Media ........... 74 
`3. 
`Social Network Information ..................................................... 76 
`4. 
`Additional Reasons for Combining the References as
`Described .................................................................................. 78 
`VII.  THE FINTIV FACTORS STRONGLY FAVOR INSTITUTION ............... 81 
`A. 
`Fintiv Factor 1 ..................................................................................... 82 
`B. 
`Fintiv Factor 2 ..................................................................................... 82 
`C. 
`Fintiv Factor 3 ..................................................................................... 84 
`D. 
`Fintiv Factor 4 ..................................................................................... 84 
`E. 
`Fintiv Factor 5 ..................................................................................... 85 
`F. 
`Fintiv Factor 6 ..................................................................................... 85 
`VIII.  NO OBJECTIVE INDICIA OF NON-OBVIOUSNESS .............................. 86 
`IX.  CONCLUSION .............................................................................................. 86 
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 5 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`TABLE OF AUTHORITIES
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`Page(s)
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`Cases
`10Tales, Inc. v. TikTok Inc. et al.
`6:20-cv-00810-ADA (W.D. Tex.) .................................................................. 1, 84
`3Shape A/S/ v. Align Tech., Inc.
`IPR2020-00223, Paper 12 (PTAB May 26, 2020) ............................................. 81
`In re Apple Inc.
`979 F.3d 1332 (Fed. Cir. 2020) .................................................................... 83, 84
`Apple Inc. v. Fintiv, Inc.
`IPR2020-00019, Paper 11 (PTAB Mar. 20, 2020) ......................................passim
`Apple Inc. v. Maxell, Ltd.
`IPR2020-00204, Paper 11 (PTAB Jun. 19, 2020) .............................................. 85
`Apple Inc. v. Seven Networks, LLC
`IPR2020-00180, Paper 12 ................................................................................... 85
`In re Bigio
`381 F.3d 1320 (Fed. Cir. 2004) .......................................................................... 74
`Cisco Sys., Inc. v. Ramot at Tel Aviv Univ. Ltd.
`IPR2020-00122, Paper 15 (PTAB May 15, 2020) ............................................. 85
`Crossroads Sys., Inc. v. Dot Hill Sys. Corp.
`2015 WL 3773014 (W.D. Tex. June 16, 2015) .................................................. 82
`Dynamic Drinkware, LLC v. Nat’l Graphics, Inc.
`800 F.3d 1375 (Fed. Cir. 2015) .......................................................................... 16
`Markman v. Westview Instruments, Inc.
`52 F.3d 967 (Fed. Cir. 1995) .......................................................................... 9, 84
`Personalized Media Communications, LLC v. Apple Inc.
`952 F.3d 1336 (Fed. Cir. 2020) .......................................................................... 10
`Phillips v. AWH Corp.
`415 F.3d 1303 (Fed. Cir. 2005) ............................................................................ 9
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 6 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`Sotera Wireless, Inc. v. Massimo Corporation
`IPR2020-01019, Paper 12 (PTAB Dec. 1, 2020) ............................................... 83
`Statutes
`35 U.S.C. §§ 102(a), (b), and (e) ............................................................................. 11
`35 U.S.C. § 102(e) ............................................................................................. 16, 19
`35 U.S.C. § 103 ...................................................................................................... 2, 3
`35 U.S.C. § 315(b) ............................................................................................. 81, 82
`Other Authorities
`37 C.F.R. § 42.100(B) ................................................................................................ 9
`83 Fed. Reg. 51340, 51340-44 (Oct. 11, 2018) ......................................................... 9
`Mar. 17, 2003, Provisional Application No. 60/408,605 ......................................... 15
`MPEP 2141.01(a) ..................................................................................................... 74
`U.S. Patent No. 8,856,030 .................................................................................passim
`U.S. Patent No. 6,587,127 .......................................................................................... 3
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 7 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`EXHIBIT LIST
`
`Description
`
`Ex. No.
`TTI-
`1001 U.S. Patent No. 8,856,030 to Russek
`TTI-
`1002 U.S. Patent No. 8,856,030 File History
`TTI-
`1003 Declaration of Kevin Almeroth
`TTI-
`1004 WO 1999/026415A1 to Bar-El
`TTI-
`U.S. Patent Pub. No. 2011021941 to
`1005
`Reisman
`TTI-
`1006 U.S. Patent No. 6587491 to Leeke et. al
`TTI-
`1007 Reisman Provisional 60/455,433
`
`TTI-
`1008 Reisman Provisional 60/408,605
`
`TTI-
`1009 Reisman Provisional 60/379,635
`TTI-
`1010
`
`PCT Pub. WO2003015406 to Dempski
`Nielsen Adrelevance. Available at
`web.archive.org/web/20030210102338/http:
`//www.adrelevance.com/services/services_t
`our.jsp
`Nielsen NetRatings. Available at
`web.archive.org/web/20021010055740/http:
`//www.nielsen-
`netratings.com/corporate/partners.htm
`Nielsen Monitor. Available at
`web.archive.org/web/20030208081141/http:
`//nielsen.com/nielsen_monitor-plus.html
`
`TTI-
`1011
`
`TTI-
`1012
`
`TTI-
`1013
`
`Identifier
`
`’030 Patent
`’030 Patent File
`History
`Almeroth
`Declaration
`Bar-El
`
`Reisman
`
`Leeke
`Reisman
`Provisional
`’433
`Reisman
`Provisional
`’605
`Reisman
`Provisional
`’635
`Dempski
`
`Nielsen
`Netratings
`
`Nielsen Monitor
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`Nielsen
`Adrelevance
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`SMRH:4822-1736-0340.33
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 8 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`
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`Description
`Ex. No.
`Recommending and Evaluating Choices in a
`TTI-
`Virtual Community of Use to Hill
`1014
`Social Information Filtering for Music
`TTI-
`Recommendation to Shardanand
`1015
`Virtual Communities of Transaction to
`TTI-
`Schubert
`1016
`, “Content-Based Collaborative
`TTI-
`Recommendation,” Comm. ACM, Mar.
`1017
`1997, to Balabanovic et. al.
`Data Mining Industry Emerging Trends to
`TTI-
`Aldana
`1018
`TTI-
`1019 U.S. Patent No. 7483871 to Herz
`TTI-
`1020 U.S. Patent 7483871 to Patel et. al.
`TTI-
`1021 WO 1999046702A1 to Hjelsvold
`TII-
`1022 WO 2001/077876A2 to Bolnick
`TTI-
`1023 U.S. Patent No. 7,472,110 to Achlioptas
`Groove Networks’ Groovy Collaboration
`Tool (December 31, 2001), available at:
`https://www.mcpressonline.com/social/colla
`boration-messaging/groove-networks-
`groovy-collaboration-tool/print
`Amazon.com Recommendations to Linden
`TTI-
`et. al
`1025
`TTI-
`1026 U.S. Patent No. 3595987 to Vlahos
`TTI-
`1027 U.S. Patent Pub. 20030066078 to Bjorgan Bjorgan
`TTI-
`U.S. Patent No. 6,357,042 to Srinivasan et.
`Srinivasan
`1028
`al.
`TTI-
`1029 U.S. Patent No. 6,272584 to Stancil
`
`TTI-
`1024
`
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`SMRH:4822-1736-0340.33
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`Identifier
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`Hill
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`Shardanand
`
`Schubert
`
`Balabanovic
`
`Aldana
`
`Herz
`
`Patel
`
`Hjelsvold
`
`Bolnick
`
`Achlioptas
`
`Groove
`Networks
`
`Linden
`
`Vlahos
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`Stancil
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`

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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 9 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
`
`Description
`
`Ex. No.
`TTI-
`1030 U.S. Patent No. 6,442,657 to Hunt
`TTI-
`1031 U.S. Patent No. 10,679,822 File History
`TTI-
`1032 U.S. Patent No. 5754787 to Dedrick
`TTI-
`1033 U.S. Patent 7,904,922 to Haberman
` TTI-
`10Tales’ Preliminary Infringement
`1034
`Contentions
`TTI-
`1035 U.S. Patent Pub. 20030177063 to Currans
` TTI-
`Scheduling Order in Parallel Case 6:20-cv-
`1036
`00810-ADA
`TTI-
`1037 Western District Texas COVID Order
`TTI-
`1038 MV3 v Roku Docket
`TTI-
`1039 Email Stipulation
`Those Who Tied Fortune to GeoCities Yell
`Yahoo! All the Way to the Bank (January
`29, 1999), available at:
`https://www.mcpressonline.com/social/colla
`boration-messaging/groove-networks-
`groovy-collaboration-tool/print
`
`TTI-
`1040
`
`Identifier
`
`Hunt
`‘822 Patent File
`History
`
`Dedrick
`Haberman
`Infringement
`Contentions
`Currans
`Scheduling
`Order
`COVID Order
`MV3 v Roku
`Docket
`Stipulation
`
`GeoCities
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 10 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`LISTING OF CHALLENGED CLAIMS
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`Element
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`1[Pre]
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`1[a]
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`1[b]
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`1[c]
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`1[d]
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`1[e]
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`1[f]
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`1[g]
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`1[h]
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`1[i]
`
`Claim Language
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`1. A system for associating user attributes with digital media asset attributes
`and creating a user specific composite digital media display, the system
`comprising:
`
`a) a server;
`
`b) a computer-readable storage medium operably connected;
`
`c) wherein the computer-readable storage medium contains one or more
`programming instructions for performing a method of associating user
`attributes with digital media asset attributes and creating a user specific
`composite digital media display, the method comprising:
`
`identifying a first set of digital media assets stored on the computer-readable
`storage medium,
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`creating, from the first set of digital media assets, a first composite digital
`media display,
`
`presenting to the user via a display server, the first composite digital media
`display;
`
`retrieving user social network information from at least one source external to
`the presented first composite digital media display, wherein the user social
`network information contains one or more user attributes;
`
`selecting, based on the user attributes in the social network information, a
`second set of digital media assets, wherein the second set of digital media
`assets is associated with one or more user attributes found in the user social
`network information;
`
`monitoring the first composite digital media display for the presence of a
`trigger, wherein the trigger indicates a personalization opportunity in the first
`set of digital media assets;
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 11 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`Claim Language
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`
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`Element
`
`1[j]
`
`1[k]
`
`1[l]
`
`performing a rule based substitution of one or more of the digital media assets
`from the first set of digital media assets with one or more of the digital media
`assets from the second set of digital media assets to create a user specific set
`of digital media assets;
`
`creating, from the user specific digital media assets, a user specific composite
`digital media display; and
`
`presenting to the user via the display server, the second composite digital
`media display.
`
`2[pre]
`
`The system of claim 1
`
`2[a]
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`wherein the first set of digital media assets includes one or more of a
`foreground image, a background image, or audio.
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`I.
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 12 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
`
`INTRODUCTION
`TikTok Inc. (“Petitioner”) requests inter partes review (“IPR”) of Claims 1
`
`and 2 (“Challenged Claims”) of U.S. Patent 8,856,030 (“’030 Patent”) (TTI-1001),
`
`assigned to 10Tales, Inc. (“Patent Owner,” or “PO”).
`
`This Petition presents non-cumulative invalidity Grounds not considered
`
`during prosecution. Petitioner is likely to prevail on these Grounds. Accordingly,
`
`the Board should grant this Petition and cancel the Challenged Claims.
`
`II. MANDATORY NOTICES, GROUNDS FOR STANDING, AND FEE
`AUTHORIZATION
`A. Real Parties-in-Interest
`The real parties-in-interest are TikTok Inc., TikTok Pte. Ltd., ByteDance Ltd.,
`
`and ByteDance Inc. (“the RPIs”).
`
`B. Related Matters
`To Petitioner’s best knowledge, the ’030 Patent is involved in the following
`
`cases:
`
`
`
`10Tales, Inc. v. TikTok Inc. et al., No. 6:20-cv-810 (W.D. Tex.), filed
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`Sept. 2, 2020.
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`C. Lead and Back-Up Counsel
`Petitioner appoints Stephen S. Korniczky (Reg. No. 34,853) of Sheppard,
`
`Mullin, Richter & Hampton LLP as Lead Counsel, and appoints Martin R. Bader
`
`(Reg. No. 54,736), Ericka J. Schulz (Reg. No. 60,665), and Eric K. Gill (Reg. No.
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 13 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`71,709) of the same firm as Back-Up Counsel. An appropriate Power of Attorney
`
`is filed herewith.
`
`D.
`Service Information
`Please address all postal and hand-delivery correspondence to Lead Counsel
`
`at Sheppard, Mullin, Richter & Hampton LLP, 12275 El Camino Real, Suite 200,
`
`San Diego, California 92130. Petitioner consents to service by e-mail at LegalTM-
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`TK-10T@sheppardmullin.com. Tel: 858.720.8900; Fax: 858.509.3691.
`
`E. Grounds for Standing
`Petitioner certifies that the ’030 Patent is available for IPR, this Petition is
`
`timely filed, and Petitioner is not barred or estopped from requesting IPR on the
`
`Grounds presented.
`
`F.
`Fee Authorization
`Petitioner paid the required fees. The Office is authorized to charge any fee
`
`deficiency, or credit any overpayment, to Deposit Account No. 50-4561.
`
`III. PRECISE RELIEF REQUESTED / STATUTORY GROUNDS
`Petitioner respectfully requests review and cancellation of the Challenged
`
`Claims under pre-AIA 35 U.S.C. §103 based on the following Grounds.
`
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 14 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`
`
`Ground
`1
`
`2
`
`3
`
`Reference(s)
`Obvious over WO 99/26415 (“Bar-El”) in
`view of U.S. Patent Pub. No. 20110219419
`(“Reisman”)
`Obvious over Bar-El in view of Reisman and
`further in view of U.S. Patent No. 6,587,127
`(“Leeke”)
`Obvious over Leeke in view of Reisman
`
`Basis
`§103
`
`Claims
`1, 2
`
`§103
`
`1, 2
`
`§103
`
`1, 2
`
`Section VI below provides evidence of unpatentability and establishes a
`
`reasonable likelihood that Petitioner will prevail in establishing the Challenged
`
`Claims are unpatentable. Additional explanation and support is set forth in the
`
`Declaration of Dr. Kevin Almeroth (TIKTOK-1003), referenced throughout this
`
`Petition.
`
`IV. RELEVANT INFORMATION CONCERNING THE ’030 PATENT
`A.
`State of the Art at the Time of the ’030 Patent
`The ’030 Patent relates to personalizing digital media content by substituting
`
`an aspect of the content for a new aspect selected based on user attributes (e.g.,
`
`affinities, likes, and other aspects of the user) from an online community. TTI-1001,
`
`2:53-3:6, 3:48-53, 6:21-38, 10:16-20; TTI-1003, ¶97. These concepts, and the
`
`implementation details to effectuate them purportedly claimed in the ’030 Patent,
`
`were well known before the ’030 Patent’s priority date, as explained by Dr.
`
`Almeroth. TTI-1003, Sections VII, VIII.B and X.
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 15 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`B.
`Level of Ordinary Skill in the Art at the Time of the ’030 Patent
`A person of ordinary skill in the art at the time of the ’030 Patent (“POSITA”)
`
`would have had at least a bachelor’s degree, or an equivalent degree, in electrical
`
`engineering, computer science, or a related field, and 2-3 years’ experience
`
`researching, designing, developing, and/or testing systems for digital media creation
`
`and related firmware and software, or equivalent experience. TTI-1003, ¶¶24-25.
`
`More experience could substitute for less education and vice versa. Id.
`
`C. Overview of Challenged Claims1
`The ’030 Patent identifies an alleged need to improve on ways of attracting
`
`individuals to a digital media content narrative, including advertisements, by making
`
`the narrative personally more relevant and impactful. TTI-1001, 1:41-45, 1:62-2:7,
`
`2:53-61, 6:59-67; TTI-1003, ¶98. To address this need and purportedly personalize
`
`content based on user attributes, the Challenged Claims merely assemble techniques
`
`known in the art, as shown herein and by Dr. Almeroth and the prosecution history
`
`
`1 The Challenged Claims present numerous obstacles related to clarity, support, and
`
`antecedent basis, which Petitioner reserves the right to raise in other proceedings.
`
`The Challenged Claims, however, at least encompass what is shown in the Grounds
`
`herein. Sections V and VI.
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`Case 6:20-cv-00810-ADA Document 79-3 Filed 05/07/21 Page 16 of 100
`U.S. Patent No. 8,856,030
`Petition for Inter Partes Review
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`of this and a related application. Sections IV.A, supra, and IV.D and VI, infra; TTI-
`
`1003, ¶¶99-108, Sections VII, VIII.B, IX, and X.
`
`The Challenged Claims’ purported solution personalizes “digital media
`
`assets”—aspects within the media content, e.g., background, foreground, and
`
`audio—based on “user attributes,” e.g., affinities, likes, and other aspects of the user.
`
`TTI-1001, Claim 1, 2:53-61, 4:26-28, 6:32-38, 11:41-46, 17:27-31; Section V, infra;
`
`TTI-1003, ¶102.
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`The Challenged Claims require “retrieving user social network information”
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`that contains user attribute(s). TTI-1001, Claim 1, 12:22-26; TTI-1003, ¶102. Claim
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`1 further requires creating a first composite digital media display from a first set of
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`digital media assets. TTI-1001, Claim 1.
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`The ’030 Patent explains that a default video is first analyzed to determine the
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`digital media assets that may be personalized and the affinities to be used for
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`personalization. TTI-1001, 11:3-16; TTI-1003, ¶103. Trigger points for where the
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`personalization may occur are added to the default video to create a composite video.
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`TTI-1001, 10:1-15, 7:1-9, 11:3-6, 12:63-67, 14:15-31; TTI-1003, ¶103. Once the
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`user requests to view the media, the composite is displayed and monitored for the
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`triggers. TTI-1001, 11:3-5; TTI-1003, ¶104. A server retrieves social network
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`information that includes user attributes, which are used to identify new digital
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`media assets, or aspects, for personalizing the narrative by replacing the first assets
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`within the default composite with the new, personalized digital media assets. TTI-
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`1001, 6:21-39, 6:59-67, 10:16-22, 10:47-58, 12:47-62, 13:11-13, 27-29, 13:55-61;
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`TTI-1003, ¶¶105-107.
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`FIG. 5A (below) shows a personalization system and the inputs received for
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`personalizing the digital media assets, as well as the modified content presented to
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`the user. TTI-1001, 11:65-12:10, FIG. 5A; TTI-1003, ¶108. FIG. 5A also shows
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`that user 501 is part of an online community 521 from which server 590 obtains user
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`attributes for providing personalized digital media assets. TTI-1001, 12:22-26,
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`12:34-36, 12:43-46, 19:31-47; TTI-1003, ¶108.
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`TTI-1001, FIG. 5A
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`D. The ’030 Patent’s Effective Filing Date and Prosecution History
`The ’030 Patent issued from U.S. Application No. 10/819,514, filed April 7,
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`2004, and claims priority to Provisional Application No. 60/460,998, filed April 7,
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`2003. TTI-1001, Cover.
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`The original claims were rejected as anticipated by Srinivasan (TTI-1028); the
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`Examiner interpreted Srinivasan’s “main video data stream” to disclose the claimed
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`“digital media asset.” TTI-1002, 107-112. Applicant cancelled these claims and
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`added two new claims corresponding to the Challenged Claims, arguing Srinivasan
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`does not disclose the claimed rule-based substitution that “is performed in order to
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`allow parts of the media display (e.g., background, timing, audio) to be varied in a
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`way that does not destroy the flow” of the content’s narrative—as compared to
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`Srinivasan’s selecting a video stream at a branch point. Id., 102.. Applicant also
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`argued Srinivasan does not utilize social network information from a source external
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`to the presentation (video display). Id. A Notice of Allowance issued thereafter,
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`stating that the closest prior art reference Srinivasan does not obtain social network
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`information containing user attributes from an external source, but that Herz (TTI-
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`1019) teaches this. Id., 12; TTI-1003, ¶¶116-117.
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`TTI-1002, 12
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`Additionally, in a continuation filing, Applicant could not overcome
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`anticipation and obviousness rejections for claims very similar to the Challenged
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`Claims. TTI-1003, ¶¶118-124.
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`As described below, other prior art references—never before the Office—
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`disclose the above-referenced and other claimed features.
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`V. CLAIM CONSTRUCTION
`Petitioner interprets the Challenged Claims according to the Phillips standard,
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`under which claim terms should generally be given their plain and ordinary meaning
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`to a POSITA, and propose the following construction.2 37 C.F.R. § 42.100(B); 83
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`Fed. Reg. 51340, 51340-44 (Oct. 11, 2018); Phillips v. AWH Corp., 415 F.3d 1303,
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`1312-13 (Fed. Cir. 2005). When a patentee acts as its own lexicographer by
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`providing, in the patent specification, special definitions for claim terms, such claim
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`terms should be given their meaning as defined in the specification. Markman v.
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`Westview Instruments, Inc., 52 F.3d 967, 979-80 (Fed. Cir. 1995); Phillips, 415 F.3d
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`at 1316 (“[T]he specification may reveal a special definition given to a claim term
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`by the patentee….In such cases, the inventor’s lexicography governs.”).
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`The ’030 Patent defines “user attributes” to include “aspects, characteristics,
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`and qualities of the user that are useful for determining (matching, correlating, and
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`selecting) digital media assets.” TTI-1001, 6:32-38. “These attributes may include
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`characteristics such as affinities, likes or dislikes as described outside of affinities,
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`perceptions, experiences, and other factors that play a role in determining the internal
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`narrative perception framework.” Id.
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`2 Any reference to what a POSITA would have known, understood, or been
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`motivated to do, and the like, refers to the alleged time of the purported invention.
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`Thus, PO acted as its own lexicographer, and “user attributes” should be
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`construed to mean “aspects characteristics, and qualities of the user that are useful
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`for determining digital media assets, including characteristics such as affinities,
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`likes, dislikes, perceptions, and/or experiences.” TTI-1001, 10:52-56 (“affinity for
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`a second user”), 13:11-14:14 (example affinities, including social affinities).
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`PO’s Infringement Contentions (TTI-1034) in the parallel district court
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`proceeding imply a broader construction than Petitioner proposes here, but because
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`the Challenged Claims are
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`invalid under Petitioner’s proposed narrower
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`construction, they are necessarily invalid under PO’s broader construction.3
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`3 Petitioner reserves the right to oppose claim constructions proposed in this
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`proceeding and to raise any and all arguments related to claim construction of the
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`’030 Patent in any other proceeding, including but not limited to Applicant’s reliance
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`on various claim constructions to distinguish prior art from the Challenged Claims
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`during prosecution, and related disavowal of claim scope. Section IV.D, supra; TTI-
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`1002, 102; Personalized Media Communications, LLC v. Apple Inc., 952 F.3d 1336,
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`1340 (Fed. Cir. 2020).
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`VI. SPECIFIC EXPLANATION OF GROUNDS
`A. The Prior Art
`1.
`Bar-El
`Bar-El, a WIPO publication of a PCT application that designates the United
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`States and was published in English on May 27, 1999, qualifies as prior art under at
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`least pre-AIA 35 U.S.C. §§102(a), (b), and (e).
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`Like the ’030 Patent, Bar-El discloses providing personalized, user-specific
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`content. TTI-1004, Abstract; TTI-1003, ¶¶130-131. Bar-El discloses that the
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`personalized content includes images inserted into a video stream’s background and
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`can be tailored according to a user profile that includes user characteristics.4 TTI-
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`1004, Abstract; TTI-1003, ¶¶131-133.
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`Bar-El’s FIG. 1 (below) shows personalization system 10 operating on video
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`server 11 to provide a video sequence “personalized with advertising images whose
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`predefined profile the user fits.” TTI-1004, 7:13-22; TTI-1003, ¶132. Bar-El
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`teaches gathering input about the user from questionnaires, the user’s address, the
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`user’s response to personalized images previously displayed, “or any other fact
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`4 See also TTI-1001, 4:26-29 (inserting digital assets such as background and
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`product placement images), 8:63-67 (background elements), 9:17-24 (frames),
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`19:47-57 (assets are frame elements, such as background).
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`about the user which the server 11 has the ability to gather.”5 TTI-1004, 8:19-24;
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`TTI-1003, ¶132. For example, if the user’s profile (e.g., young man who likes
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`science fiction) matches a target demographic, the presented video sequence may
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`include specific advertising images. TTI-1004, 7:20-8:3; TTI-1003, ¶132. In one
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`example, Bar-El discloses a video of a person walking, and in the background is a
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`tall building with an advertisement. TTI-1004, 8:4-10; TTI-1003, ¶133. If
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`personalizing for a young person, the system replaces the default advertisement with
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`a drink bottle, and if for a soccer fan, the system replaces the default advertisement
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`with a soccer ball or sports company. TTI-1004, 8:4-106, FIG. 1; TTI-1003, ¶133.
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`Thus, “both users view the same video but each receives a different advertisement,
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`personalized by their user profile.” TTI-1004, 8:11-12; TTI-1003, ¶133.
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`5 Emphasis added unless otherwise noted.
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`6 See also TTI-1001, 17:52-63 (insertion of dog for dog lover).
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`TTI-1004, FIG. 1
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`As shown in FIG. 2 (below), personalization system 10 includes object storage
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`unit 22, video controller 24, video analyzer 25, and video personalization modules
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`26. TTI-1004, FIG. 2; TTI-1003, ¶134. Video controller 24 receives an original
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`video stream, and video analyzer 25 analyzes the video to identify aspects, or
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`components, of the video capable of personalization (e.g., background, foreground,
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`etc.). TTI-1004, 11:20-24, 13:10-13; TTI-1003, ¶134. Video controller 24 generates
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`video parameters defining the aspects capable of personalization. TTI-1004, 11:23-
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`12:2; TTI-1003, ¶134. Video controller 24 provides a composite of the original
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`video stream paired with the video parameters to the personalization module. TTI-
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`10