`
`UNITED STATES PATENT AND TRADEMARK OFFICE
`
`UNITED STATES DEPARTMENT OF COMMERCE
`United States Patent and Trademark Office
`Address: COMMISSIONER FOR PATENTS
`P.O. Box 1450
`Alexandria1 Virginia 22313- 1450
`wwwnsptogov
`
`APPLICATION NO.
`
`
`
`
`
` F ING DATE
`
`FIRST NAMED INVENTOR
`
`ATTORNEY DOCKET NO.
`
`
`
`
`
`CONF {MATION NO.
`
`11/734,294
`
`04/12/2007
`
`Sihem Amer Yahia
`
`12729—243 (Y02108US00)
`
`9765
`
`EXAMINER
`BGmahooz overture —
`08’1”“ —
`7590
`56020
`PO. BOX 10395
`DURAN, ARTHUR D
`CHICAGO, IL 60610
`
`PAPER NUMBER
`
`ART UNIT
`
`36 82
`
`MAIL DATE
`
`08/19/2014
`
`DELIVERY MODE
`
`PAPER
`
`Please find below and/or attached an Office communication concerning this application or proceeding.
`
`The time period for reply, if any, is set in the attached communication.
`
`PTOL—90A (Rev. 04/07)
`
`

`

`
`
`Applicant(s)
`Application No.
` 11/734,294 YAHIA ET AL.
`
`Examiner
`Art Unit
`AIA (First Inventor to File)
`Office Action Summary
`
`ARTHUR DURAN its“ 3682
`
`-- The MAILING DA TE of this communication appears on the cover sheet with the correspondence address --
`Period for Reply
`
`A SHORTENED STATUTORY PERIOD FOR REPLY IS SET TO EXPIRE g MONTHS FROM THE MAILING DATE OF
`THIS COMMUNICATION.
`Extensions of time may be available under the provisions of 37 CFR1. 136( a).
`after SIX () MONTHS from the mailing date of this communication.
`If NO period for reply is specified above, the maximum statutory period will apply and will expire SIX (6) MONTHS from the mailing date of this communication.
`-
`- Failure to reply within the set or extended period for reply will, by statute, cause the application to become ABANDONED (35 U.S.C. § 133).
`Any reply received by the Office later than three months after the mailing date of this communication, even if timely filed, may reduce any
`earned patent term adjustment. See 37 CFR 1 .704(b).
`
`In no event, however, may a reply be timely filed
`
`Status
`
`
`1)IZI Responsive to communication(s) filed on 7/29/14.
`El A declaration(s)/affidavit(s) under 37 CFR 1.130(b) was/were filed on
`
`2b)|:l This action is non-final.
`2a)|Z| This action is FINAL.
`3)I:I An election was made by the applicant in response to a restriction requirement set forth during the interview on
`
`; the restriction requirement and election have been incorporated into this action.
`
`4)|:| Since this application is in condition for allowance except for formal matters, prosecution as to the merits is
`
`closed in accordance with the practice under Exparte Quay/e, 1935 CD. 11, 453 O.G. 213.
`
`Disposition of Claims*
`
`5)IZI Claim(s) 1-3 5-9 13-1719-2124 27 and 32-39 is/are pending in the application.
`5a) Of the above claim(s)
`is/are withdrawn from consideration.
`
`6)I:I Claim(s)
`is/are allowed.
`
`7)|Z| Claim(s) 1-3 5-9 13- 17 19-21 24 27 32-39 is/are rejected.
`8)|:I Claim(s)_ is/are objected to.
`
`
`are subject to restriction and/or election requirement.
`9)I:I Claim((s)
`* If any claims have been determined allowable, you may be eligible to benefit from the Patent Prosecution Highway program at a
`
`participating intellectual property office for the corresponding application. For more information, please see
`hit
`:/'/\W¢W.LISI>I‘.0. ov/ atentS/init events/
`
`
`
`hilndex.‘s or send an inquiry to PPI-iieedback{®usgtc.00v.
`
`Application Papers
`
`10)I:l The specification is objected to by the Examiner.
`11)I:l The drawing(s) filed on
`is/are: a)I:I accepted or b)I:I objected to by the Examiner.
`Applicant may not request that any objection to the drawing(s) be held in abeyance. See 37 CFR 1.85(a).
`
`Replacement drawing sheet(s) including the correction is required if the drawing(s) is objected to. See 37 CFR 1.121 (d).
`
`Priority under 35 U.S.C. § 119
`
`12)I:| Acknowledgment is made of a claim for foreign priority under 35 U.S.C. § 119(a)-(d) or (f).
`Certified copies:
`
`a)I:l All
`
`b)|:l Some” c)I:l None of the:
`
`1.I:I Certified copies of the priority documents have been received.
`2.|:l Certified copies of the priority documents have been received in Application No.
`3.|:| Copies of the certified copies of the priority documents have been received in this National Stage
`
`application from the International Bureau (PCT Rule 17.2(a)).
`** See the attached detailed Office action for a list of the certified copies not received.
`
`Attachment(s)
`
`
`
`3) D Interview Summary (PTO-413)
`1) D Notice of References Cited (PTO-892)
`Paper No(s)/Mai| Date.
`.
`.
`4) I:I Other'
`2) I] InformatIon DIsclosure Statement(s) (PTO/SB/08a and/or PTO/SB/08b)
`Paper No(s)/Mai| Date
`US. Patent and Trademark Office
`PTOL—326 (Rev. 11-13)
`
`Office Action Summary
`
`Part of Paper No./Mai| Date 20140818
`
`

`

`Application/Control Number: 11/734,294
`
`Page 2
`
`Art Unit: 3682
`
`The present application is being examined under the pre-AIA first to invent
`
`provisions.
`
`DETAILED ACTION
`
`Claims 1-3, 5-9, 13-17, 19-21, 24, 27, 32-39 have been examined.
`
`Response to Arguments
`
`Applicant's arguments with respect to the claims have been considered but are
`
`moot in view of the grounds of rejection. Note the new citations and motivation to
`
`combine Gottfurcht and Schiavi with Zinn in a 103 rejection. Also, Examiner notes the
`
`following.
`
`On 7/29/14, Applicant amended the independent claims:
`
`“receiving bids from advertisers on a keyword;
`
`designating the query as one of a channel query or a non-channel query;
`
`in response to the query being designated as a channel query:...
`
`in response to the query being designated as a non-channel query:
`
`determining whether to display an advertisement based on the keyword and a bid
`
`by an advertiser on the keyword;”.
`
`And, Applicant’s Remarks address these amended claims.
`
`However, the prior art discloses receiving bids from advertisers on a keyword
`
`(Zinn, [26,36]; Gottfurcht, [87, 88]; Schiavi, [58]).
`
`Zinn does not explicitly disclose designating the query as one of a channel query
`
`or a non-channel query. Examiner notes that for guidance on how to interpret these
`
`

`

`Application/Control Number: 11/734,294
`
`Page 3
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`Art Unit: 3682
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`features and bidding on an ad channel, Examiner turns to Applicant’s Spec at ([46, 51]
`
`and Fig. 9 and [20, 71]). Based on Applicant's Spec, Examiner interprets bidding on a
`
`channel to function as a bid to be the advertiser for a page or for a domain for the page.
`
`However, Gottfurcht discloses the query being designated as a keyword query OR
`
`channel/category query (Gottfurcht, “[88]...An advertiser or seller may select a set o_f
`
`search keywords or hierarchy categories that a product is to be listed under or an
`
`advertisement to be displayed in connection with that keyword or category when it is
`
`input or selected by a user 2101 .”). And, Schiavi discloses the query being designated
`
`as a keyword OR channel/whole site query (Schiavi “[58]... or bid on rights to associate
`
`their advertisements and other information with categories or keywords of the meta
`
`data. The ad rights can be broad, limited, and/or extend down to fine-grained levels
`
`depending on such factors as value, variety, and popularity, and as new product (tag)
`
`information becomes available. Subscriber management tools based on APls used by
`
`
`the Service can be provided to the advertisers and vendors to subscribe, pay for, or bid
`
`on new categories, keywords, or rights levels.”; “[60]... A vendor or advertiser can bid
`
`either globally for the duration of video or ad, or more fine-grained for iust certain video
`
`frameis), or a certain video producer. For example, the sports equipment company
`
`Nike could choose to bid for: |OO61| a. Ads for all frames that contain Nike "Air
`
`Jordan".TM. sneakers.
`
`|OO62| b. Ads for Kane West video showing Kane West wearing
`
`Nike "Air Jordan" sneakers.
`
`|OO63| c. Ads for playback of Kane West video from a video
`
`site.”). Hence, a keyword or channel query is designated by the bidding advertiser.
`
`Therefore, the prior art discloses of Gottfurcht and Schiavi discloses designating the
`
`

`

`Application/Control Number: 11/734,294
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`Page 4
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`Art Unit: 3682
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`query as one of a channel query or a non-channel query. Hence, it is obvious that Zinn
`
`can add designating the query as a channel or non-channel query to Zinn's non-channel
`
`(keyword) queries. One would be motivated to do this to better provide bidding of
`
`interest to the advertiser (as in Gottfurcht and Schiavi). Gottfurcht and Schiavi further
`
`discloses in response to the query being designated as a channel query, processing the
`
`query as a channel query (see citations in rejection).
`
`The prior art further discloses in response to the query being designated as a
`
`non-channel query (see Gottfurcht and Schiavi citations preceding for determining
`
`between channel and non-channel query): determining whether to display an
`
`advertisement based on the keyword and a bid by an advertiser on the keyword (Zinn,
`
`[26,36]; Gottfurcht, [87, 88]; Schiavi, [58, 60]).
`
`Hence, the prior art renders obvious these features.
`
`Priority
`
`Applicant’s claim for the benefit of a prior-filed application under 35 U.S.C. 119(e)
`
`or under 35 U.S.C. 120, 121, or 365(c) is acknowledged. Applicant has not complied
`
`with one or more conditions for receiving the benefit of an earlier filing date under 35
`
`U.S.C. as follows.
`
`The later-filed application must be an application for a patent for an invention
`
`which is also disclosed in the prior application (the parent or original nonprovisional
`
`application or provisional application). The disclosure of the invention in the parent
`
`application and in the later-filed application must be sufficient to comply with the
`
`

`

`Application/Control Number: 11/734,294
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`Page 5
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`Art Unit: 3682
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`requirements of the first paragraph of 35 U.S.C. 112. See Transco Products, Inc. v.
`
`Performance Contracting, Inc., 38 F.3d 551, 32 USPQ2d 1077 (Fed. Cir. 1994).
`
`The disclosure of the prior-filed Continuation in Part (CIP) application ,
`
`Application No. 11/595,585 fails to provide adequate support or enablement in the
`
`manner provided by the first paragraph of 35 U.S.C. 112 for one or more claims of this
`
`application. The parent CIP 11/595,585 does not support “channel advertisement”. The
`
`word channel does not occur in the parent CIP. Hence, the parent CIP does not
`
`support the current application. Hence, the priority date for the current application will
`
`be the filing date of this application which is 4/12/2007.
`
`Claim Rejections - 35 USC § 103
`
`The following is a quotation of 35 U.S.C. 103(a) which forms the basis for all
`
`obviousness rejections set forth in this Office action:
`
`(a) A patent may not be obtained though the invention is not identically disclosed or described as set
`forth in section 102 of this title, if the differences between the subject matter sought to be patented and
`the prior art are such that the subject matter as a whole would have been obvious at the time the
`invention was made to a person having ordinary skill in the art to which said subject matter pertains.
`Patentability shall not be negatived by the manner in which the invention was made.
`
`Claims 1-3, 5-9, 13-17, 19-21, 24, 27, 32-38 are rejected under 35 U.S.C. 103(a)
`
`as being unpatentable over Zinn (2007/0118392) in view of Gottfurcht (20050021387) in
`
`view of Schiavi (20080126191).
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`Concerning Claim 1, Zinn teaches “A method for bidding on advertisements, the
`
`method comprising the steps of:
`
`

`

`Application/Control Number: 11/734,294
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`Page 6
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`Art Unit: 3682
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`a) defining a plurality of domains that correspond to a plurality of possible
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`user intents (i.e. query utilizing keywords) (Fig. 1 and Fig. 6; [0026], [0027], [0028],
`
`[0032], [0034], [0046]);
`
`b) receiving bids from advertisers on a domain of the plurality of domains (Fig.3
`
`and Fig. 4; [0026], [0027], [0028], [0032], [0034], [0046]);
`
`c) matching a query to the domain of the plurality of domains (i.e. classifications)
`
`(Fig. 1); [0026], [0027], [0028], [0032], [0034], [0046];
`
`d) determining whether to display an advertisement based on the domain (i.e.
`
`classifications) (Fig. 7, Fig. 8, Fig. 1; [0026], [0027], [0028], [0032], [0034], [0046]);
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`e) generating an advertisement for display to the user” (Fig. 7, Fig. 8, Fig. 11;
`
`[0026], [0027], [0028], [0032], [0034], [0046]); and
`
`f) displaying the advertisement to the user” (Figs. 1-4, Fig. 6, Fig. 7, Fig. 8, Fig.
`
`11; [0026], [0027], [0028], [0032], [0034], [0046]).
`
`Additionally, in response to 11/9/2009 arguments, Zinn discloses an advertiser
`
`and also a searching user who submits a query thru a search engine (Figs. 1, 2; [2-5];
`
`and below citations):
`
`“[0032] The web analytics tool 306 and bid management system 304 are adapted
`
`to communicate with the search engine 308. The search engine is a conventional type
`
`such as an Internet search engine like those provided by Google, Microsoft Search or
`
`Yahoo.
`
`[0003] The present invention relates to a system and methods interfacing with
`
`Internet search engines.
`
`

`

`Application/Control Number: 11/734,294
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`Page 7
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`Art Unit: 3682
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`[0005] With the development of the Internet, a number of new business models
`
`for producing sales and generating revenue have been developed. For example,
`
`it is now commonplace for search engines to allow advertisers to purchase keywords
`
`and display their associated advertising in response to searches or queries on such
`
`keywords.”
`
`Also, the prior art does disclose an advertiser bidding on categories or domains.
`
`Examiner notes that Applicant’s Specification discloses the advertiser bidding on
`
`keywords and/or domains/categories, “[9]... The advertisements may include bids, for
`
`example offers to advertise for certain domain, keywords, or combinations thereof for a
`
`predefined bid price.” (from PG_PUB version). And, Zinn discloses the advertiser
`
`bidding on keywords ([3, 37]). Zinn does not explicitly disclose the advertiser bidding
`
`on domains or categories. However, Zinn discloses that keywords are placed into
`
`classifications/categories which are functionally equivalent to Applicant’s domains ([9,
`
`26, 27, 28, 35, 38,46]; Figs. 3, 4, 5, 6, 7; claims 1, 5; "[26]...The user 310 interacts
`
`with the classification manager 302 to select keywords, associate the keywords with a
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`classification, and create advertising campaigns that will be described in detail below.;
`
`[0035] The classification and keyword repository 502 is a storage device for storing
`
`classifications, sub-classifications, classification names, keywords associated with a
`
`classification and other information associated with the classification...”). And, Zinn
`
`discloses that the bid management system can interact with the
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`categories/classifications/domains (Figs. 3, 4):
`
`

`

`Application/Control Number: 11/734,294
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`Page 8
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`Art Unit: 3682
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`“[0009] The present invention overcomes the deficiencies and limitations of the
`
`prior art by providing a classification manager for managing keywords across multiple
`
`campaigns.
`
`In one embodiment, the system comprises a classification manager, a bid
`
`management system, a web analytics tool and a search engine. The classification
`
`manager interfaces with both the bid management system and the web analytics tool to
`
`provide user interfaces for reviewing data about specific keywords across multiple
`
`campaigns.
`
`[0014] FIG. 4 is a block diagram of an embodiment of the system according to
`
`the present invention having a bid management system including the classification
`
`manager.
`
`[35]...The classification and keyword repository 502 is adapted for
`
`communication with the other components of the classification manager 302. The
`
`classification and keyword repository 502 can also be accessed by the web analytics
`
`tool 306 and bid management system 304.
`
`[0038] The classification creation module 508 is a software tool for creating a
`
`classification including different interfaces to solicit data from the user and to interact
`
`with the bid management system 304 and the search engine 308.”
`
`Hence, Zinn discloses bidding on keywords. And, Zinn discloses that keywords
`
`are placed into categories/classifications/domains. And, Zinn discloses that the
`
`categories/classifications/domains are connected to and interact with the bid
`
`management functions. Hence, since they are already connected and already interact,
`
`it is obvious that Zinn can bid on keywords and/or categories/classifications.
`
`

`

`Application/Control Number: 11/734,294
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`Page 9
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`Art Unit: 3682
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`As a further example of this, Gottfurcht discloses a searching user and an
`
`advertiser ([73, 74, 78, 88) and also discloses an advertiser bidding on keywords
`
`and/or categories/classification ([87, 88]). Also, Schiavi discloses a searching user and
`
`an advertiser (Abstract) and also discloses an advertiser bidding on keywords and/or
`
`categories/classification ([58]; claims 16, 17). Hence, it is obvious that Zinn can bid on
`
`keywords and/or categories/classifications. One would be motivated to do this in order
`
`to better allow advertisers to target in a manner convenient or appropriate for them.
`
`Additionally, on 3/1/10, Applicant added features to the independent claims.
`
`Zinn discloses receiving a query from the user (Figs. 3, 4; [3, 5, 6]).
`
`Zinn discloses the advertiser bidding (Figs. 3, 4, “bid management system”; [37,
`
`49], “bid strategy”; claims 1, 5, “bid management system”). And, as noted above, the
`
`prior art combination renders obvious bidding on domains. Zinn further discloses
`
`placing particular ads related to particular searches ([30, 32]).
`
`Zinn teaches wherein the determination to display the advertisement is based on
`
`a bid price and a quality score (i.e. web analytics data) ([0027], [0049]; also, [0026],
`
`[0029], [0037], [0039], [0041]). Zinn does not explicitly disclose wherein the quality
`
`score is based on at least one of searcher preference or relevance score However,
`
`Gottfurcht discloses bidding on advertisements for individual searches ([87, 88, 89]) and
`
`Gottfurcht further discloses ranking ads based on ad relevance score related to
`
`relevance of time and location of ads or other relevance (claims 1, 21, 22, “ranking the
`
`content based on a bid amount, the bid amount correlated to the time and the location”,
`
`“ranking navigation options based on a one of merchant feedback and user feedback”;
`
`

`

`Application/Control Number: 11/734,294
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`Page 10
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`Art Unit: 3682
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`[88]). Gottfurcht also discloses tracking searcher preference ([68, 89, 91]). Therefore, it
`
`would have been obvious to one having ordinary skill in the art at the time the invention
`
`was made to add Gottfurchts relevance score to Zinns bids and quality measurements .
`
`One would have been motivated to do this in order to better place relevant ads before
`
`the user.
`
`Also, note that Zinn discloses that ad lists are old and well known ([6, 7]) and
`
`Gottfurcht discloses that ad lists are obvious ([87, 88, 90, 92]).
`
`Additionally, on 9/7/10, Applicant added the following new features to the
`
`independent claim 1: “wherein a bid of the bids relates to an advertisement channel”;
`
`and to independent claims 13, 19: “wherein a bid of the bids relates to an advertisement
`
`channel and the bid relates to all of the advertisements in a list that match the domain,
`
`where the list is displayed on a web page and includes a plurality of advertisements.”
`
`On 9/7/10, Applicant stated in Applicant’s arguments: “However, the claim refers
`
`to "the bid" in the singular that is related to the advertisement channel or, more
`
`specifically in claim 19, all advertisement in a list that match a domain. The cited
`
`references do not teach a single bid that is related to an advertisement channel or all
`
`advertisements in a list that match a domain. Therefore, the cited references do not
`
`teach the claimed invention...”.
`
`As guidance for how to interpret these features and bidding on an ad channel,
`
`Examiner turns to Applicant’s Spec at ([46, 51] and Fig. 9 and [20, 71]). Based on
`
`Applicant's Spec, Examiner interprets these features to function as a bid to be the
`
`advertiser for a page or for a domain for the page.
`
`

`

`Application/Control Number: 11/734,294
`
`Page 11
`
`Art Unit: 3682
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`Zinn does not explicitly disclose wherein a bid of the bids relates to an
`
`advertisement channel and the bid relates to all of the advertisements in a list that
`
`match the domain, where the list is displayed on a web page and includes a plurality of
`
`advertisements. However, Gottfurcht discloses bidding on category/domain/topic ([87,
`
`88]) and Schiavi discloses bidding on category/domain/topic related to a website
`
`(Abstract; [60, 58]; claims 16, 17). And, Schiavi discloses bidding on the broad and/or
`
`global rights for a domain or also for a slot for ads in a video content or for all the ads in
`
`a video content presentation ([60, 58]; claims 16, 17). Hence, it is obvious that Zinn can
`
`bid to be the advertiser for a page or for a domain for the page. One would be
`
`motivated to do this so an advertiser can better saturate the content with the advertisers
`
`relevant message. Alternatively, it would have been obvious to one having ordinary skill
`
`in the art at the time of the invention to combine the features of the two inventions since
`
`the claimed invention is merely a combination of old elements, and in the combination
`
`each element merely would have performed the same function as it did separately, and
`
`one of ordinary skill in the art would have recognized that the results of the combination
`
`were predictable.
`
`Additionally, on 7/29/14, Applicant amended the independent claims:
`
`“receiving bids from advertisers on a keyword;
`
`designating the query as one of a channel query or a non-channel query;
`
`in response to the query being designated as a channel query:...
`
`in response to the query being designated as a non-channel query:
`
`

`

`Application/Control Number: 11/734,294
`
`Page 12
`
`Art Unit: 3682
`
`determining whether to display an advertisement based on the keyword and a bid
`
`by an advertiser on the keyword;”.
`
`And, Applicant’s Remarks address these amended claims.
`
`However, the prior art discloses receiving bids from advertisers on a keyword
`
`(Zinn, [26,36]; Gottfurcht, [87, 88]; Schiavi, [58]).
`
`Zinn does not explicitly disclose designating the query as one of a channel query
`
`or a non-channel query. Examiner notes that for guidance on how to interpret these
`
`features and bidding on an ad channel, Examiner turns to Applicant’s Spec at ([46, 51]
`
`and Fig. 9 and [20, 71]). Based on Applicant's Spec, Examiner interprets bidding on a
`
`channel to function as a bid to be the advertiser for a page or for a domain for the page.
`
`However, Gottfurcht discloses the query being designated as a keyword query OR
`
`channel/category query (Gottfurcht, “[88]...An advertiser or seller may select a set o_f
`
`search keywords or hierarchy categories that a product is to be listed under or an
`
`advertisement to be displayed in connection with that keyword or category when it is
`
`input or selected by a user 2101 .”). And, Schiavi discloses the query being designated
`
`as a keyword OR channel/whole site query (Schiavi “[58]... or bid on rights to associate
`
`their advertisements and other information with categories or keywords of the meta
`
`data. The ad rights can be broad, limited, and/or extend down to fine-grained levels
`
`depending on such factors as value, variety, and popularity, and as new product (tag)
`
`information becomes available. Subscriber management tools based on APls used by
`
`
`the Service can be provided to the advertisers and vendors to subscribe, pay for, or bid
`
`on new categories, keywords, or rights levels.”; “[60]... A vendor or advertiser can bid
`
`

`

`Application/Control Number: 11/734,294
`
`Page 13
`
`Art Unit: 3682
`
`either globally for the duration of video or ad, or more fine-grained for iust certain video
`
`frame]s), or a certain video producer. For example, the sports equipment company
`
`Nike could choose to bid for: [0061] a. Ads for all frames that contain Nike "Air
`
`Jordan".TM. sneakers.
`
`[0062] b. Ads for Kane West video showing Kane West wearing
`
`Nike "Air Jordan" sneakers.
`
`[0063] c. Ads for playback of Kane West video from a video
`
`sifif) Hence, a keyword or channel query is designated by the bidding advertiser.
`
`Therefore, the prior art discloses of Gottfurcht and Schiavi discloses designating the
`
`query as one of a channel query or a non-channel query. Hence, it is obvious that Zinn
`
`can add designating the query as a channel or non-channel query to Zinn's non-channel
`
`(keyword) queries. One would be motivated to do this to better provide bidding of
`
`interest to the advertiser (as in Gottfurcht and Schiavi). Gottfurcht and Schiavi further
`
`discloses in response to the query being designated as a channel query, processing the
`
`query as a channel query (see citations in rejection).
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`The prior art further discloses in response to the query being designated as a
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`non-channel query (see Gottfurcht and Schiavi citations preceding for determining
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`between channel and non-channel query): determining whether to display an
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`advertisement based on the keyword and a bid by an advertiser on the keyword (Zinn,
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`[26,36]; Gottfurcht, [87, 88]; Schiavi, [58, 60]).
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`Concerning Claim 2, Zinn teaches “The method according to claim 1, wherein the
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`bids relate to a combination of the domain (i.e. classifications) and fields and the
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`determination whether to display the advertisement is based on the domain and the
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`fields” (See Figures 1 — 11; [0026]).
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`

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`Application/Control Number: 11/734,294
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`Page 14
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`Art Unit: 3682
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`Concerning Claim 3, Zinn teaches “The method according to claim 1, wherein the
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`bids relate to a combination of the domain (i.e. classifications) and terms (i.e. keywords)
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`and the determination whether to display the advertisement is based on the domain and
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`the terms” (See Figures 1 — 11; [0026]).
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`Concerning Claims 5, 6, 7 and 8, Zinn teaches “wherein a bid of the bids relates
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`to an advertisement channel” and “wherein the bid relates to all of the advertisements
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`on a web page” and " wherein the bid relates to all of the advertisements on a web page
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`that match the domain” and “wherein the bid relates to all of the advertisements in a list”
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`and “wherein the bid relates to all of the advertisements in a list that match the domain”
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`(See Fig. 7, Fig. 8, Fig. 11; [0026], [0027], [0028], [0032], [0034], [0046]).
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`Additionally, in further regards to claim 5, 6, Zinn does not explicitly disclose
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`where the bid relates to all ads on a web page. However, it is obvious that some web
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`pages only have one ad at a time displayed on them. Hence, the bid would be for all
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`ads on the web page. Also, Zinn further discloses web analytics and that parameters
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`such as the web page can be considered (“Web traffic metric, page hits, web site
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`visitation statistics, destination URL, landing page” from ([27, 31, 46, 49]; claims 1, 10).
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`Hence, it is obvious that the bids can be related to ads on web pages. One would be
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`motivated to do this to better place bids at places of interest.
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`Additionally, in further regards to claim 7, 8, Zinn discloses that the bids are
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`related to ad campaigns ([8, 9]). Hence, the bids can be related to multiple ads or a list
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`of ads.
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`

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`Application/Control Number: 11/734,294
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`Page 15
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`Art Unit: 3682
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`Additonally, in further regards to claims 5, 6, 7, 8, and amendments dated 3/1/10,
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`Zinn does not explicitly disclose bids for all of the ads with a plurality of advertisements
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`can be displayed on a webpage. However, Gottfurcht discloses that a plurality of
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`advertisements can be displayed on a webpage (Figs. 5c, 9a-9d, 10f, 12a, 12b).
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`Gottfurcht further discloses that an advertiser can have multiple ad bids out at once
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`(Fig. 21; [87, 88]). Hence, it is obvious that an advertiser can place multiple bids for a
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`webpage such that the advertiser is the top bidder in ranks 1-5 or 1-10, etc such that the
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`advertiser has all the ad spots on a page displaying the advertisers ads. One would be
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`motivated to do this for increased ad exposure. Also, note that Zinn discloses that ad
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`lists are old and well known ([6, 7]) and Gottfurcht discloses that ad lists are obvious
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`Q87,88,90,92D.
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`Concerning Claim 9, Zinn teaches “The method according to claim 1, further
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`comprising selecting a bid on an advertisement channel by comparing a first score of
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`the bid on the advertisement channel with a second score (i.e. web analytics data) of a
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`list of advertisements” (See [0027], [0049]).
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`Concerning Claim 13, Zinn teaches “A system for generating advertisements for
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`display to a user, the system comprising:
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`a) a query engine configured to receive a query from the user; and
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`b) an advertisement selection engine in communication with the query engine
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`and configured to receive bids on a domain of the plurality of domains (i.e.
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`classifications), the advertisement selection engine matching the query to the domain of
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`the plurality of domains and determining whether to display an advertisement based on
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`

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`Application/Control Number: 11/734,294
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`Page 16
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`Art Unit: 3682
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`the domain” (See Fig. 1, Fig. 6, Fig. 7, Fig. 8, Fig. 11; [0026], [0027], [0028], [0032],
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`[0034], [0046]).
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`Also, see the rejection of claim 1 above.
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`Concerning Claim 14, Zinn teaches “The system according to claim 13, wherein
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`the advertisement engine determines whether to display the advertisement based on a
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`combination of the domain and a field” (See Figures 1 — 11 ; [0026]).
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`Concerning Claim 15, Zinn teaches “The method according to claim 13, wherein
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`the advertisement engine determines whether to display the advertisement based on a
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`combination of the domain and a term” (See Figures 1 — 11 ; [0026]).
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`Concerning Claims 16 and 17, Zinn teaches “The method according to claim 13,
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`wherein the advertisement engine determines whether to exclude other advertisements
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`that match the domain from a web page” and “The method according to claim 13,
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`wherein the advertisement engine determines whether to exclude other advertisements
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`that match the domain from a list” (See [0028], [0029]). Note that Zinn does not present
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`ads that do not match the domain. Hence, Zinn excludes ads from being presented
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`based on whether the ad matches the domain or not. Gottfurcht also discloses only
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`presenting ads that match the domain (Fig. 21; “[88]...The advertiser or seller may place
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`a bid for the use of the keyword or category 2103”.). Also, note that Zinn discloses that
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`ad lists are old and well known ([6, 7]) and Gottfurcht discloses that ad lists are obvious
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`Q87,88,90,92D.
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`Application/Control Number: 11/734,294
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`Page 17
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`Art Unit: 3682
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`Concerning Claim 19, Zinn teaches “In a computer readable storage medium
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`having stored therein instructions executable by a programmed processor for updating
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`bids for an advertisement, the storage medium comprising instructions for:
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`a) defining a plurality of domains that correspond to a plurality of possible user
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`intents (i.e. query utilizing keywords) (Fig. 1 and Fig. 6; [0026], [0027], [0028], [0032],
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`[0034], [0046]);
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`b) receiving bids from advertisers on a domain of the plurality of domains (Fig.3
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`and Fig. 4; [0026], [0027], [0028], [0032], [0034], [0046]);
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`c) matching a query to the domain of the plurality of domains (i.e. classifications)
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`(Fig. 1); [0026], [0027], [0028], [0032], [0034], [0046] ;
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`d) determining whether to display an advertisement based on the domain (i.e.
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`classifications) (Fig. 7, Fig. 8, Fig. 1; [0026], [0027], [0028], [0032], [0034], [0046]) ;
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`e) generating an advertisement for display to the user” (Fig. 7, Fig. 8, Fig. 11;
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`[0026], [0027], [0028], [0032], [0034], [0046]).
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`Also, see the rejection of claim 1 above.
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`Concerning Claims 20 and 21, Zinn teaches “The computer readable storage
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`medium according to claim 19, wherein the bids relate to a combination of the domain
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`and fields and the determination whether to display the advertisement is based on the
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`domain and the fields” and “The computer readable storage medium according to claim
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`19, wherein the bids relate to a combination of the domain and terms and the
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`determination whether to display the advertisement is based on the domain and the
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`terms (See Figures 1 — 11; [0026]).
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`

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`Application/Control Number: 11/734,294
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`Page 18
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`Art Unit: 3682
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`Concerning Claim 24, Zinn teaches “The computer readable storage medium
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`according to claim 19, wherein a bid of the bids relates to an advertisement channel and
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`the bid relates to all of the advertisements on a web page that match the domain” (See
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`Fig. 7, Fig. 8, Fig. 11; [0026], [0027], [0028], [0032], [0034], [0046]). Also, see the
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`rejection of claim 5 above.
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`Concerning Claim 27, Zinn teaches “The computer readable storage medium
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`according to claim 19, further comprising selecting a bid on an advertisement channel”
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`(See Fig. 7, Fig. 8, Fig. 11; [0026], [0027], [0028], [0032], [0034], [0046]).
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`Claims 32, 34