Appeal No. 2004-1828
Application No. 09/094,949
as an advertisement banner, their browsers are redirected to an
advertiser’s server to respond to the user’s request
(specification, page 25). The advertiser’s server responds by
transmitting the requested information as well as some additional
relevant information to be displayed by the user’s browser
(specification, pages 25 & 26). An understanding of the
invention can be derived from a reading of exemplary independent
claim 85, which is reproduced as follows:
85. A method for advertisement selection, comprising:
(a) receiving from an advertiser Web site feedback
representing user transactions at the advertiser Web site,
the user transactions resulting from user response to at
least one of a plurality of direct advertisements;
(b) receiving a request to display a direct
advertisement to a user; and
(c) selecting, in response to the request, one of the
plurality of direct advertisements for display based at
least in part upon the advertiser feedback.
The Examiner relies on the following references:
Frank V. Cespedes et al. (Cespedes), “Database Marketing:
New Rules for Policy and Practice,” Sloan Management Reviews,
Summer 1993, pp. 7-22.
Youji Kohda et al. (Kohda), “Ubiquitous advertising on the
WWW: Merging advertisement on the browser,” Computer Networks and
ISDN Systems, Vol. 28, 1996, pp. 1493-1499.
Bill Harvey (Harvey), “The Expanded ARF Model: Bridge to the
Accountable Advertising Future,” Journal of Advertising Research,
March/April 1997, pp. 11-20.
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