Appeal No. 2006-2563
Application No. 09/624,107
Davis discloses a system and method that enables an
advertiser such as a web site promoter to influence the position
of the advertiser’s listing in search result lists obtained when
Internet users enter search terms in search engine queries
(col. 4, lines 55-64; col. 5, lines 18-19). Preferably the
position is determined by an online competitive bidding process
by the advertisers (col. 4, line 65 – col. 5, line 4). The
advertisers’ bids are the amounts the advertisers will pay the
search engine owner each time a searcher clicks on the
advertiser’s hyperlink listing in the search results; the higher
the bid, the more advantageous the placement of the advertiser’s
listing in the search result list (col. 5, lines 22-27 and 35-
37). The advertisers select search terms to bid upon that are
relevant to the advertisers’ web sites and preferably are likely
to be entered by searchers seeking information on the
advertisers’ web sites (col. 12, lines 49-53).
Bezos discloses a system and method, implemented in part on
software that runs on merchants’ web sites, that enables the
merchants to have their products reviewed and/or recommended on
the web sites of associates who enroll via an automated
registration process (col. 1, lines 50-61). The associates’ web
sites have referral links that allow users to link to the
merchants’ web sites to purchase products from the merchants
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