`
`UNITED STATES PATENT AND TRADEMARK OFFICE
`
`UNITED STATES DEPARTMENT OF COMMERCE
`United States Patent and Trademark Office
`Address: COMIVHSSIONER FOR PATENTS
`PO. Box 1450
`Alexandria1 Virginia 22313-1450
`www.uspto.gov
`
`
`
`
`
`11/734,294
`
`04/12/2007
`
`Sihem Amer Yahia
`
`12729—243 (Y02108US00)
`
`9765
`
`BGLNahoo! Overture
`PO. BOX 10395
`CHICAGO, IL 60610
`
`DURAN, ARTHUR D
`
`ART UNIT
`
`3622
`
`MAIL DATE
`
`04/04/2016
`
`PAPER NUIVIBER
`
`DELIVERY MODE
`
`PAPER
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`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)
`
`

`

`
`Application No.
`Applicant(s)
`
` 11/734,294 YAHIA ET AL.
`Examiner
`Art Unit
`AIA (First Inventorto File)
`Office Action Summary
`
`3622ARTHUR DURAN first“
`
`-- 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 0137 CFR 1.136(a).
`after SIX (6) 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
`
`-
`-
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`Status
`
`1)IXI Responsive to communication(s) filed on 11/19/2014.
`[I A declaration(s)/affidavit(s) under 37 CFR 1.130(b) was/were filed on
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`2b)lX| This action is non-final.
`2a)I:| 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
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`
`; the restriction requirement and election have been incorporated into this action.
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`4)|:I 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 EX parte Quay/e, 1935 CD. 11, 453 O.G. 213.
`
`Disposition of Claims*
`
`5)IXI C|aim(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 III Claim s) _ is/are allowed.
`
`1-3 5-9 13-17 19-21 24 27 32-39 is/are rejected.
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`is/are objected to.
`
`
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`are subject to restriction and/or election requirement.
`* 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
`htt
`://www.usoto. ov/ atents/init events"
`h/index.‘s
`
`
`
`
`
`or send an inquiry to PRI-Ifeedback{<‘buspto.qov.
`
`Application Papers
`
`10)I:I The specification is objected to by the Examiner.
`11)|:I 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:I Acknowledgment is made of a claim for foreign priority under 35 U.S.C. § 119(a)-(d) or (f).
`Certified copies:
`
`b)I:I Some” c)I:I None of the:
`a)I:I All
`1.I:I Certified copies of the priority documents have been received.
`2.I:I Certified copies of the priority documents have been received in Application No.
`3.I:I Copies of the certified copies of the priority documents have been received in this National Stage
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`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 (PT0_413)
`1) D Notice of References Cited (PTO-892)
`Paper No(s)/Mai| Date.
`.
`.
`—
`4) I:I Other'
`2) D 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 20150820
`
`

`

`Application/Control Number: 11/734,294
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`Page 2
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`Art Unit: 3622
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`The present application is being examined under the pre-AlA first to invent
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`provisions.
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`DETAILED ACTION
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`Claims 1-3, 5-9, 13-17, 19-21, 24, 27, 32-39 have been examined.
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`Continued Examination Under 37 CFR 1. 114
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`A request for continued examination under 37 CFR 1.114, including the fee set forth in
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`37 CFR 1.17(e), was filed in this application after final rejection. Since this application is
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`eligible for continued examination under 37 CFR 1.114, and the fee set forth in 37 CFR 1.17(e)
`
`has been timely paid, the finality of the previous Office action has been withdrawn pursuant to
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`37 CFR 1.114. Applicant's submission filed on 11/19/2014 has been entered.
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`Response to Arguments
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`Applicant's arguments with respect to the claims have been considered but are
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`moot in view of the grounds of rejection. Note the new citations and motivation to the
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`same 103 prior art of Zinn in view of Gottfurcht in view of Schiavi. Also, note the
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`following.
`
`On 11/19/2014, Applicant amended the independent claims 1, 13 (where the
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`underline is the amended part):
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`“defining a plurality of domains, each domain of the plurality of domains
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`identifying a predefined user intent of a plurality of possible user intents;...
`
`matching the query to the domain of the plurality of domains based the
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`predefined user intent, wherein the matching is performed by a computer system;”.
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`

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`Application/Control Number: 11/734,294
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`Page 3
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`Art Unit: 3622
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`Applicant also amended independent claim 19:
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`“defining a plurality of domains, each domain identifying a predefined search
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`scenario from a plurality of predefined search scenarios;
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`receiving bids from advertisers on a domain of the plurality of domains identifying
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`a predefined search scenario to place an advertisement in an advertisement slot on a
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`web page resulting from the predefined search scenario;
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`matching the query to the domain of the plurality of domains based the
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`predefined search scenario, wherein the matching is performed by a computer system;".
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`Applicant’s Specification at the following places of the PG_Pub version was
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`found helpful for understanding these features:
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`“[0023] The query engine 12 is also in communication with the advertisement
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`engine 16 allowing the query engine 12 to tightly integrate advertisements with the user
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`query and search results. To more effectively select appropriate advertisements that
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`match the user's interest and query intfl, the query engine 12 is configured to further
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`analyze the text query 20 and generate a more sophisticated translated query 30. The
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`query intent may be better categorized by defining a number of domains that model
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`typical search scenarios. Typical scenarios may include looking for a hotel room,
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`searching for a plane flight, shopping for a product, or similar scenarios.
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`[0044] The architecture described also incorporates the ability to bid on a
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`combination of domain, fields and terms. As described above, the domain may identify
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`a predefined query intent, such as a search for a hotel, insurance, or a laptop. Further,
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`

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`Application/Control Number: 11/734,294
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`Page 4
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`Art Unit: 3622
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`fields may be predefined to more specifically identify the desired product or service.
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`The fields may correspond to the general and domain specific predicates.
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`[0048] Two query scenarios are provided with regard to the bids provided in
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`Table 1 above. The first query scenario is for a text query "Dell Laptop Black 30 GB
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`Multimedia Speakers" and the second query scenario is for the text "Apple Laptop Black
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`Multimedia Speakers". During query processing, certain of the text items may be
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`analyzed to identify the domain, for example Domain: Laptop.”
`
`Hence, Examiner interprets that Applicant’s amended features can be interpreted
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`as receiving a keyword query, determining what
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`domain/category/type/class/intent/scenario/grouping that query belongs to, determining
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`if an advertiser bid on that domain/category/type/class/intent/scenario/grouping, and
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`then displaying the appropriate ad based on the bidding.
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`And, Zinn discloses defining a plurality of domains, each domain identifying a
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`predefined scenario from a plurality of predefined scenarios (Zinn grouping and
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`classifying keywords ([28, 46, 8, 9]);
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`receiving bids from advertisers identifying a search to place an advertisement in
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`an advertisement slot on a web page resulting from the search (Figs. 1, 2; [30, 32, 36,
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`37, 49]);
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`matching the query to the search and bid parameters based on the predefined
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`search and bid parameters, wherein the matching is performed by a computer system
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`(Figs. 1, 2; [30, 32, 36, 37, 49]).
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`

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`Application/Control Number: 11/734,294
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`Page 5
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`Art Unit: 3622
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`Zinn further discloses classification manager works with the bid management and
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`search engine ([30, 38, 26]). Also, Zinn discloses different
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`divisions/classifications/groups of keywords for different search engines ([46, 48, 49]).
`
`Zinn does not explicitly disclose each domain identifying a predefined search
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`scenario from a plurality of predefined search scenarios; receiving bids from advertisers
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`on a domain of the plurality of domains identifying a predefined search scenario to place
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`an advertisement in an advertisement slot on a web page resulting from the predefined
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`search scenario; matching the query to the domain of the plurality of domains based on
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`the predefined search scenario. However, Gottfurcht discloses these features.
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`Gottfurcht discloses that an advertisers bids on a particular
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`type/domain/category/scenario/intent ([87, 88], “[87]...
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`In one embodiment, interactive
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`television shopping network bases the order and level of sellers and advertisers in the
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`navigation hierarchy on a set of factors including the M by an advertiser or seller for a
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`category, search keyword, location, time of day, date and similar factors”). Gottfurcht
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`further discloses taking a search keyword, determining the category of that keyword and
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`presenting results in the determined category ([74] and also see [89]). Schiavi also
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`discloses bid on a particular type/domain/category/ scenario/intent ([58]; claims 16, 17)
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`and different search types ([51]) and searching for types ([67]). Hence, Gottfurcht
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`discloses these features. Therefore, it would have been obvious to one having ordinary
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`skill in the art at the time the invention was made to add Gottfurcht’s bidding on
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`categories/classifications/domains/scenarios/intents related to a search and presenting
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`search results based on matching category to Zinn’s categories/classifications and
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`

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`Application/Control Number: 11/734,294
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`Page 6
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`Art Unit: 3622
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`bidding and presenting results based on bid to search match. One would have been
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`motivated to do this in order to better bid for and present search results (as seen in Zinn
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`and Gottfurcht).
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`And, Applicant’s 11/19/2014 Remarks address these amended features.
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`And, the above is added to the rejection.
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`Priority
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`Applicant’s claim for the benefit of a prior-filed application under 35 U.S.C. 119(e)
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`or under 35 U.S.C. 120, 121, or 365(c) is acknowledged. Applicant has not complied
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`with one or more conditions for receiving the benefit of an earlier filing date under 35
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`U.S.C. as follows.
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`The later-filed application must be an application for a patent for an invention
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`which is also disclosed in the prior application (the parent or original nonprovisional
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`application or provisional application). The disclosure of the invention in the parent
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`application and in the later-filed application must be sufficient to comply with the
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`requirements of the first paragraph of 35 U.S.C. 112. See Transco Products, Inc. v.
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`Performance Contracting, Inc., 38 F.3d 551, 32 USPQ2d 1077 (Fed. Cir. 1994).
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`The disclosure of the prior-filed Continuation in Part (CIP) application ,
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`Application No. 11/595,585 fails to provide adequate support or enablement in the
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`manner provided by the first paragraph of 35 U.S.C. 112 for one or more claims of this
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`application. The parent CIP 11/595,585 does not support “channel advertisement”. The
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`word channel does not occur in the parent CIP. Hence, the parent CIP does not
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`

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`Application/Control Number: 11/734,294
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`Page 7
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`Art Unit: 3622
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`support the current application. Hence, the priority date for the current application will
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`be the filing date of this application which is 4/12/2007.
`
`Claim Rejections - 35 USC § 101
`
`35 U.S.C. 101 reads as follows:
`
`Whoever invents or discovers any new and useful process, machine, manufacture, or
`composition of matter, or any new and useful improvement thereof, may obtain a patent
`therefor, subject to the conditions and requirements of this title.
`
`Claims 1-3, 5-9, 13-17, 19-21, 24, 27, 32-39 are rejected under 35 U.S.C. 101
`
`because the claimed invention is directed to a judicial exception (Le, a law of nature, a
`
`natural phenomenon, or an abstract idea) without significantly more. The Claims are
`
`directed to an abstract idea without significantly more. Note the illustrative and not
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`limiting examples of abstract ideas with the “Federal Register Notice: 2014 Interim
`
`Guidance on Patent Subject Matter Eligibility” (link provided below): “Mitigating
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`settlement risk; hedging; creating a contractual relationship; using advertising as an
`
`exchange or currency; processing information through a clearinghouse; comparing new
`
`and stored information and using rules to identify options; using categories to organize,
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`store and transmit information; organizing information through mathematical
`
`correlations; managing a game of bingo; the Arrhenius equation for calculating the cure
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`time of rubber; a formula for updating alarm limits; a mathematical formula relating to
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`standing wave phenomena; and a mathematical procedure for converting one form of
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`numerical representation to another”.
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`These claims are directed to the abstract idea of applying rules to provide ads
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`based on ad designations. This is similar to the abstract idea examples above of:
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`Application/Control Number: 11/734,294
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`Page 8
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`Art Unit: 3622
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`creating a contractual relationship; using advertising as an exchange or currency;
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`processing information through a clearinghouse; comparing new and stored information
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`and using rules to identify options; using categories to organize, store and transmit
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`information. The claim(s) does/do not include additional elements that are sufficient to
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`amount to significantly more than the judicial exception because the additional elements
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`are: (i) mere instructions to implement the idea on a computer, and/or (ii) recitation of
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`generic computer structure that serves to perform generic computer functions that are
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`well-understood, routine, and conventional activities previously known to the pertinent
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`industry. Viewed as a whole, these additional claim element(s) do not provide
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`meaningful limitation(s) to transform the abstract idea into a patent eligible application of
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`the abstract idea such that the claim(s) amounts to significantly more than the abstract
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`idea itself. Therefore, the claim(s) are rejected under 35 U.S.C. 101 as being directed
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`to non-statutory subject matter.
`
`Please see the 35 USC 101 section at the Examination Guidance and Training
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`Materials page on the USPTO.gov website. Particularly note the Federal Register
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`Notice: 2014 Interim Guidance on Patent Subject Matter Eligibility, the Abstract ldea
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`Examples, and the Training Slides (February 2015). The information is available at this
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`webpage: “http://www.uspto.gov/patent/laws-and-regulations/examination-
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`policy/examination-guidance-and-training-materials”.
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`

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`Application/Control Number: 11/734,294
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`Page 9
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`Art Unit: 3622
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`Claim Rejections - 35 USC § 103
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`The following is a quotation of 35 U.S.C. 103(a) which forms the basis for all
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`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, 32-39 are rejected under 35 U.S.C. 103(a)
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`as being unpatentable over Zinn (2007/0118392) in view of Gottfurcht (20050021387) in
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`Wen/ofSCMaW(20080126191)
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`Concerning Claim 1, Zinn teaches “A method for bidding on advertisements, the
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`method comprising the steps of:
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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],
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`[0032], [0034], [0046]);
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`b) receiving bids from advertisers on a domain of the plurality of domains (Fig.3
`
`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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`[0026L[0027L[0028][0032L[0034L[0046D;and
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`Application/Control Number: 11/734,294
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`Page 10
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`Art Unit: 3622
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`f) displaying the advertisement to the user” (Figs. 1-4, Fig. 6, Fig. 7, Fig. 8, Fig.
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`11; [0026], [0027], [0028], [0032], [0034], [0046]).
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`Additionally, in response to 11/9/2009 arguments, Zinn discloses an advertiser
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`and also a searching user who submits a query thru a search engine (Figs. 1, 2; [2-5];
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`and below citations):
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`“[0032] The web analytics tool 306 and bid management system 304 are adapted
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`to communicate with the search engine 308. The search engine is a conventional type
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`such as an Internet search engine like those provided by Google, Microsoft Search or
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`Yahoo.
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`[0003] The present invention relates to a system and methods interfacing with
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`Internet search engines.
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`[0005] With the development of the Internet, a number of new business models
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`for producing sales and generating revenue have been developed. For example,
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`it is now commonplace for search engines to allow advertisers to purchase keywords
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`and display their associated advertising in response to searches or queries on such
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`keywords.”
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`Also, the prior art does disclose an advertiser bidding on categories or domains.
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`Examiner notes that Applicant’s Specification discloses the advertiser bidding on
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`keywords and/or domains/categories, “[9]... The advertisements may include bids, for
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`example offers to advertise for certain domain, keywords, or combinations thereof for a
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`predefined bid price.” (from PG_PUB version). And, Zinn discloses the advertiser
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`bidding on keywords ([3, 37]). Zinn does not explicitly disclose the advertiser bidding
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`

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`Application/Control Number: 11/734,294
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`Page 11
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`Art Unit: 3622
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`on domains or categories. However, Zinn discloses that keywords are placed into
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`classifications/categories which are functionally equivalent to Applicant’s domains ([9,
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`26, 27, 28, 35, 38, 46]; Figs. 3, 4, 5, 6, 7; claims 1, 5; "[26]...The user 310 interacts
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`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.;
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`[0035] The classification and keyword repository 502 is a storage device for storing
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`classifications, sub-classifications, classification names, keywords associated with a
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`classification and other information associated with the classification...”). And, Zinn
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`discloses that the bid management system can interact with the
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`categories/classifications/domains (Figs. 3, 4):
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`“[0009] The present invention overcomes the deficiencies and limitations of the
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`prior art by providing a classification manager for managing keywords across multiple
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`campaigns.
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`In one embodiment, the system comprises a classification manager, a bid
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`management system, a web analytics tool and a search engine. The classification
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`manager interfaces with both the bid management system and the web analytics tool to
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`provide user interfaces for reviewing data about specific keywords across multiple
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`campaigns.
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`[0014] FIG. 4 is a block diagram of an embodiment of the system according to
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`the present invention having a bid management system including the classification
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`manager.
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`[35]...The classification and keyword repository 502 is adapted for
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`communication with the other components of the classification manager 302. The
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`

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`Application/Control Number: 11/734,294
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`Page 12
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`Art Unit: 3622
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`classification and keyword repository 502 can also be accessed by the web analytics
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`tool 306 and bid management system 304.
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`[0038] The classification creation module 508 is a software tool for creating a
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`classification including different interfaces to solicit data from the user and to interact
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`with the bid management system 304 and the search engine 308.”
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`Hence, Zinn discloses bidding on keywords. And, Zinn discloses that keywords
`
`are placed into categories/classifications/domains. And, Zinn discloses that the
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`categories/classifications/domains are connected to and interact with the bid
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`management functions. Hence, since they are already connected and already interact,
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`it is obvious that Zinn can bid on keywords and/or categories/classifications.
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`As a further example of this, Gottfurcht discloses a searching user and an
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`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
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`

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`Application/Control Number: 11/734,294
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`Page 13
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`Art Unit: 3622
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`prior art combination renders obvious bidding on domains. Zinn further discloses
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`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
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`content based on a bid amount, the bid amount correlated to the time and the location”,
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`“ranking navigation options based on a one of merchant feedback and user feedback”;
`
`[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
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`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
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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: 3622
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`channel and the bid relates to all of the advertisements in a list that match the domain,
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`where the list is displayed on a web page and includes a plurality of advertisements.”
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`On 9/7/10, Applicant stated in Applicant’s arguments: “However, the claim refers
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`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
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`Applicant's Spec, Examiner interprets these features to function as a bid to be the
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`advertiser for a page or for a domain for the page.
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`Zinn does not explicitly disclose wherein a bid of the bids relates to an
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`advertisement channel and the bid relates to all of the advertisements in a list that
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`match the domain, where the list is displayed on a web page and includes a plurality of
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`advertisements. However, Gottfurcht discloses bidding on category/domain/topic ([87,
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`88]) and Schiavi discloses bidding on category/domain/topic related to a website
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`(Abstract; [60, 58]; claims 16, 17). And, Schiavi discloses bidding on the broad and/or
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`global rights for a domain or also for a slot for ads in a video content or for all the ads in
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`a video content presentation ([60, 58]; claims 16, 17). Hence, it is obvious that Zinn can
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`bid to be the advertiser for a page or for a domain for the page. One would be
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`motivated to do this so an advertiser can better saturate the content with the advertisers
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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: 3622
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`relevant message. Alternatively, it would have been obvious to one having ordinary skill
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`in the art at the time of the invention to combine the features of the two inventions since
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`the claimed invention is merely a combination of old elements, and in the combination
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`each element merely would have performed the same function as it did separately, and
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`one of ordinary skill in the art would have recognized that the results of the combination
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`were predictable.
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`Additionally, on 7/29/14, Applicant amended the independent claims:
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`“receiving bids from advertisers on a keyword;
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`designating the query as one of a channel query or a non-channel query;
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`in response to the query being designated as a channel query:...
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`in response to the query being designated as a non-channel query:
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`determining whether to display an advertisement based on the keyword and a bid
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`by an advertiser on the keyword;”.
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`And, Applicant’s Remarks address these amended claims.
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`However, the prior art discloses receiving bids from advertisers on a keyword
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`(Zinn, [26,36]; Gottfurcht, [87, 88]; Schiavi, [58]).
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`Zinn does not explicitly disclose designating the query as one of a channel query
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`or a non-channel query. Examiner notes that for guidance on how to interpret these
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`features and bidding on an ad channel, Examiner turns to Applicant’s Spec at ([46, 51]
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`and Fig. 9 and [20, 71]). Based on Applicant's Spec, Examiner interprets bidding on a
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`channel to function as a bid to be the advertiser for a page or for a domain for the page.
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`However, Gottfurcht discloses the query being designated as a keyword query OR
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`

`

`Application/Control Number: 11/734,294
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`Page 16
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`Art Unit: 3622
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`channel/category query (Gottfurcht, “[88]...An advertiser or seller may select a set o_f
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`search keywords or hierarchy categories that a product is to be listed under or an
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`advertisement to be displayed in connection with that keyword or category when it is
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`input or selected by a user 2101 .”). And, Schiavi discloses the query being designated
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`as a keyword OR channel/whole site query (Schiavi “[58]... or bid on rights to associate
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`their advertisements and other information with categories or kemords of the meta
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`data. The ad rights can be broad, limited, and/or extend down to fine-grained levels
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`depending on such factors as value, variety, and popularity, and as new product (tag)
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`information becomes available. Subscriber management tools based on APls used by
`
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`the Service can be provided to the advertisers and vendors to subscribe, pay for, or bid
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`on new categories, keywords, or rights levels.”; “[60]... A vendor or advertiser can bid
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`either globally for the duration of video or ad, or more fine-grained for iust certain video
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`frameis), or a certain video producer. For example, the sports equipment company
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`Nike could choose to bid for: |OO61| a. Ads for all frames that contain Nike "Air
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`Jordan".TM. sneakers.
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`|OO62| b. Ads for Kane West video showing Kane West wearing
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`Nike "Air Jordan" sneakers.
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`|OO63| c. Ads for playback of Kane West video from a video
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`ski). Hence, a keyword or channel query is designated by the bidding advertiser.
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`Therefore, the prior art discloses of Gottfurcht and Schiavi discloses designating the
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`query as one of a channel query or a non-channel query. Hence, it is obvious that Zinn
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`can add designating the query as a channel or non-channel query to Zinn's non-channel
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`(keyword) queries. One would be motivated to do this to better provide bidding of
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`interest to the advertiser (as in Gottfurcht and Schiavi). Gottfurcht and Schiavi further
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`

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`Application/Control Number: 11/734,294
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`Page 17
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`Art Unit: 3622
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`discloses in response to the query being designated as a channel query, processing the
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`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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`Additionally, on 11/19/2014, Applicant amended the independent claims 1, 13
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`(where the underline is the amended part):
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`“defining a plurality of domains, each domain of the plurality of domains
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`identifying a predefined user intent of a plurality of possible user intents;...
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`matching the query to the domain of the plurality of domains based the
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`predefined user intent, wherein the matching is performed by a computer system;”.
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`Applicant also amended independent claim 19:
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`“defining a plurality of domains, each domain identifying a predefined search
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`scenario from a plurality of predefined search scenarios;
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`receiving bids from advertisers on a domain of the plurality of domains identifying
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`a predefined search scenario to place an advertisement in an advertisement slot on a
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`web page resulting from the predefined search scenario,
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`matching the query to the domain of the plurality of domains based the
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`predefined search scenario, wherein the matching is performed by a computer system;".
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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: 3622
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`Applicant’s Specification at the following places of the PG_Pub version was
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`found helpful for understanding these features:
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`“[0023] The query engine 12 is also in communication with the advertisement
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`engine 16 allowing the query engine 12 to tightly integrate advertisements with the user
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`query and search results. To more effectively select appropriate advertisements that
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`match the user's interest and query m, the query engine 12 is configured to further
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`analyze the text query 20 and generate a more sophisticated translated query 30. The
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`query intent may be better categorized by defining a number of domains that model
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`typical search scenarios. Typical scenarios may include looking for a hotel room,
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`searching for a plane flight, shopping for a product, or similar scenarios.
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`[0044] The architec