Appeal No. 2004-0228
Application No. 09/348,411
a given advertisement, a resource locator for a click-through
associated with the given advertisement, and display attributes
for the given advertisement” distinguishes over Hoyle because
Hoyle does not suggest or teach ad objects including these three
components or that display attributes are included in an ad
object.
The examiner’s response is that Hoyle discloses each ad
object comprising a resource locator for a given advertisement
(citing the URL of the destination link when a user clicks on a
banner, at column 14, line 67 through column 15, line 6, and
column 19, lines 13-18); that Hoyle discloses a resource locator
for the click-through associated with a given advertisement
embedded in a web page and associated links for additional
information (citing column 1, lines 55-65, and column 15, lines
1-2); and that Hoyle suggests attributes such as the priority
level or the maximum number of permitted displays (citing column
15, lines 54 through column 16, line 8).
The examiner also dismisses appellants’ argument re Hoyle
not teaching the display attributes of the kind which contains
instruction, as being directed to limitations forming no part of
the claimed subject matter.
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