Ex Parte Badros et alDownload PDFBoard of Patent Appeals and InterferencesAug 29, 201211026415 (B.P.A.I. Aug. 29, 2012) Copy Citation 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 Alexandria, Virginia 22313-1450 www.uspto.gov APPLICATION NO. FILING DATE FIRST NAMED INVENTOR ATTORNEY DOCKET NO. CONFIRMATION NO. 11/026,415 12/30/2004 Gregory Joseph Badros Google-86 (GP-344-00-US) 6491 82402 7590 08/29/2012 Straub & Pokotylo 788 Shrewsbury Avenue Tinton Falls, NJ 07724 EXAMINER ALVAREZ, RAQUEL ART UNIT PAPER NUMBER 3682 MAIL DATE DELIVERY MODE 08/29/2012 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) UNITED STATES PATENT AND TRADEMARK OFFICE ____________________ BEFORE THE BOARD OF PATENT APPEALS AND INTERFERENCES ____________________ Ex parte, GREGORY JOSEPH BADROS, ROBERT J. STETS, and LUCY ZHANG 1 ____________________ Appeal 2011-002578 Application 11/026,415 Technology Center 3600 ____________________ Before, KEVIN F. TURNER, MEREDITH C. PETRAVICK, and MICHAEL W. KIM, Administrative Patent Judges. TURNER, Administrative Patent Judge. DECISION ON APPEAL STATEMENT OF CASE2 Appellants appeal under 35 U.S.C. § 134 from a final rejection of claims 1-29. We have jurisdiction under 35 U.S.C. § 6(b). We AFFIRM-IN-PART. 1 Google Inc. is the real party in interest. 2 Our decision will make reference to Appellants’ Appeal Brief (“App. Br.,” filed June 1, 2010) and Reply Br. (“Reply Br.,” filed September 27, 2010), and the Examiner’s Answer (“Ans.,” mailed July 30, 2010). Appeal 2011-002578 Application No. 11/026,415 2 THE INVENTION Appellants’ disclosure relates to a method and system for improving advertisement approval which automates the process of approving ads for circulation/syndication, and/or to recheck ads that have already been approved. (Spec. ¶ [0021].) Claim 1, reproduced below, is illustrative of the claimed subject matter: 1. A computer-implemented method for improving advertisement approval, the method comprising: a) accepting an advertisement, by an automated ad policy checking component of a computer system including at least one computer, for use with an online ad serving system; b) automatically checking, by the automated ad policy checking component and without manual human intervention, the advertisement for compliance with one or more policies of the online ad serving system; and c) determining, by the automated ad policy checking component and without manual human intervention, whether or not to approve the advertisement using results of the automatic checking. (App. Br., Claims Appendix 1.) PRIOR ART REJECTION The prior art references relied upon by the Examiner in rejecting the claims are: Camporeale 2004/0073484 A1 Apr. 15, 2004 Nuri Korean Pat. App. 2003-0044189 Jun. 9, 2003 The Examiner rejected claims 1-29 under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri. (Ans. 3-9.) Appeal 2011-002578 Application No. 11/026,415 3 ISSUES3 1. Does the combination of Camporeale and Nuri teach or suggest the steps of “automatically checking, by the automated ad policy checking component and without manual human intervention, an advertisement for compliance with one or more policies of the online ad serving system” and “determining, by the automated ad policy checking component and without manual human intervention, whether or not to approve the advertisement using results of the automatic checking,” as generally recited by claims 1 and 28, such that, it renders obvious the subject matter of claims 1, 2, 17-19, 21, 25, and 28 under 35 U.S.C. § 103(a)? 2. Does the combination of Camporeale and Nuri teach or suggest that “if it was determined to approve the advertisement, then further scheduling, by the automated ad policy checking component, a follow up check of the advertisement,” as generally recited by claims 3 and 6, such that, it renders obvious the subject matter of claims 3-8 under 35 U.S.C. § 103(a)? 3. Does the combination of Camporeale and Nuri teach or suggest that “hints for making the ad comply with one or more violated policies,” as recited by claim 9 and “a suggestion for avoiding a violation of the policy,” as recited by claim 20, such that, it renders obvious the subject matter of claims 9-11 and 20 under 35 U.S.C. § 103(a)? 4. Does the combination of Camporeale and Nuri teach or suggest the step of “determining whether to exempt the violation,” as recited by claim 3 We have considered in this decision only those arguments that Appellants actually raised in the Briefs. Arguments which Appellants could have made but chose not to make in the Briefs are deemed to be waived. See 37 C.F.R. § 41.37(c)(1)(vii). Appeal 2011-002578 Application No. 11/026,415 4 12, such that, it renders obvious the subject matter of claims 12-16 under 35 U.S.C. § 103(a)? 5. Does the combination of Camporeale and Nuri teach or suggest “wherein each of the one or more policies further includes (c) a link, executable by an ad delivery system customer service representative but not by an advertiser, to further information about the policy,” as recited by dependent claim 22 under 35 U.S.C. § 103(a)? 6. Does the combination of Camporeale and Nuri teach or suggest “wherein each of the one or more policies further includes (c) machine executable code for checking an advertisement to determine whether or not the policy is violated,” as recited by dependent claim 23 under 35 U.S.C. § 103(a)? 7. Does the combination of Camporeale and Nuri teach or suggest if it was determined not to approve the advertisement, then permitting, at least initially and by the automated ad policy checking component, the advertisement to be served by the ad serving system during a grace period, as generally recited by dependent claims 26 and 27 under 35 U.S.C. § 103(a)? 8. Does the combination of Camporeale and Nuri teach or suggest “forwarding the ad for manual inspection by an ad delivery system customer service representative” when a determination is made to not approve the advertisement, as generally recited by dependent claim 29 under 35 U.S.C. § 103(a)? Appeal 2011-002578 Application No. 11/026,415 5 FINDINGS OF FACT 1. Appellants’ Specification generally describes that “whitelists” are “one or more violation exemptions.” (¶ [0010].) 2. Camporeale is directed to a system for electronic display advertising which inspects advertisements for content acceptability. (Abs.) 3. Camporeale describes that its system insures advertisement content acceptability by manually reviewing the content using the system operator’s content review staff. (¶ [0044].) 4. Camporeale describes that the system operator inspects advertisements for compliance with established rules “to avoid inclusion of such objectionable content as profanity, obscenity, offensive language, libelous statements, statements against the interest of the host venue, etc.” (¶¶ [0012]; [0044]; see also Fig. 3.) 5. Camporeale describes that “[i]f the advertisement is not approved in step 3-12, a rejection is issued in step 3-13, and the advertiser may revise the advertisement in step 3-15, and resubmit in step 3-09 to be reinspected in step 3-12.” (¶ [0044].) 6. Nuri is directed to a method and system for automatically displaying targeted Internet advertising on webpages based upon a set of rules and conditions. (Pp. 1-3; 10.) 7. Nuri generally describes that its system identifies and compares the content of a web page displayed on a user’s web browser to rules or conditions stored in a condition table. Based on this comparison, Nuri’s system displays a targeted advertisement to the user based upon satisfaction of the one or more conditions in the condition table. (Pp. 3-6.) Appeal 2011-002578 Application No. 11/026,415 6 8. Nuri describes that the conditions may be based on specific words, web page color, and/or time of day. (P. 6.) ANALYSIS Claims 1-29 under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri. Independent claims 1 and 28 Appellants argue that the combination of Camporeale and Nuri fails to teach or suggest the steps of “automatically checking, by the automated ad policy checking component and without manual human intervention, an advertisement for compliance with one or more policies of the online ad serving system” and “determining, by the automated ad policy checking component and without manual human intervention, whether or not to approve the advertisement using results of the automatic checking,” as generally recited by claims 1 and 28. (App. Br. 12; 18.) Specifically, Appellants assert that Camporeale is directed to a manual review of advertisements and the addition of Nuri does not cure this deficiency since Nuri does not teach or suggest automatically checking advertisements for compliance with policies, but rather, only automates an evaluation of web documents. (App. Br. 16-18.) We are not persuaded by Appellants’ argument and agree with the Examiner that the combination of Camporeale and Nuri renders obvious the “improve[ed] advertising approval” method and system of independent claims 1 and 28. In making this determination, we find that Camporeale teaches an electronic advertising system which insures advertisement Appeal 2011-002578 Application No. 11/026,415 7 content acceptability by inspecting advertisements for compliance with a set of established rules. (FF 2-4.) While we acknowledge that Camporeale’s system is system-operator dependent (FF 3), we nevertheless find that Camporeale teaches a system which accepts an advertisement, checks the advertisement for compliance with one or more policies, and determines whether or not to approve the advertisement based upon its compliance. (FF 2, 4.) However, to address Camporeale’s deficiency, that is to address Appellants’ “automated” and “without manual human intervention” limitations, the Examiner relies on the Internet advertising system of Nuri. (Ans. 4.) Nuri teaches a system which automatically displays targeted Internet advertising on webpages, based upon a set of rules and conditions. (FF 6.) Specifically, Nuri teaches a system which automatically identifies and compares the content of a web page to a set of rules or conditions stored in a condition table. (FF 6, 8.) Based upon satisfaction of one or more these conditions, Nuri’s system displays a targeted advertisement. (FF 7.) Based upon these teachings, the Examiner reasons that it would have been obvious to one of ordinary skill in the art to modify Camporeale’s electronic advertising system with the teachings of Nuri’s system which automatically checks web pages for compliance with advertisements “in order to automate the well-known method of Camporeale and avoid human errors in the system.” Additionally, the Examiner points out that automating a known process is obvious relying on In re Venner, 262 F.2d 91, 95 (CCPA 1958). (Ans. 9.) Appeal 2011-002578 Application No. 11/026,415 8 We agree with the Examiner and find “[i]t is well settled that it is not ‘invention’ to broadly provide a mechanical or automatic means to replace manual activity which has accomplished the same result.” Venner, 262 F.2d at 95 (citing In re Rundell, 48 F.2d 958, 959 (CCPA 1931)). In other words, since Camporeale teaches a system which accepts an advertisement, checks the advertisement for compliance with one or more policies, and determines whether or not to approve the advertisement based upon its compliance, (FF 2-4), we find that automation of these activities into computerized, automated components, as presently claimed, is obvious, especially in view of the automatic rule-based advertising system taught by Nuri. Specifically, we find that an ordinary skilled artisan would understand and appreciate that Camporeale’s rules could be readily applied to the condition table used by Nuri’s rule-based system (FF 3, 4, 7, 8), and doing so would be no more than automating a known manual method, accomplishing the same result, and as such, no more than combination of elements familiar, according to known methods yielding a predictable result. See KSR Int’l Co. v. Teleflex Inc., 550 U.S. 398, 416 (2007). Accordingly, we sustain the Examiner’s rejection of independent claims 1 and 28 under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri. Dependent claims 2, 17-19, 21, and 25 Appellants do not separately argue claims 2, 17-19, 21, and 25, which depend from independent claims 1, and so we sustain the rejection of these Appeal 2011-002578 Application No. 11/026,415 9 claims under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri for the same reasons we found as to claims 1 and 28 supra. Dependent claims 3-8 Appellants argue that the combination of Camporeale and Nuri fails to teach or suggest “wherein if it was determined to approve the advertisement, then further scheduling, by the automated ad policy checking component, a follow up check of the advertisement,” as recited by claim 3. (App. Br. 18; Reply Br. 2-4.) Dependent claim 6 recites a substantially similar limitation. (App. Br. 22; Reply Br. 4-6.) In response, the Examiner finds that “Camporeale clearly teaches in paragraph 0044 inspection and reinspection/follow-up check to determine if the advertisement comply with the proper language/content (Figure 3, step 3-12)” [sic]. (Ans. 10.) We cannot agree. While we agree with the Examiner that Camporeale discloses a follow-up check, we cannot agree with the Examiner that this follow-up occurs in situations where an advertisement is approved. (FF 5.) To the contrary, we find that Camporeale’s system only teaches performing “a follow up check of the advertisements” in situations where an initial determination is made not to approve the advertisement. Accordingly, we cannot sustain the Examiner’s rejection of claims 3 and 6 under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri. For these same reasons, we cannot sustain the Examiner’s rejection of claims 4 and 5, which depend upon claim 3 and claims 7 and 8, which depend upon claim 6. Appeal 2011-002578 Application No. 11/026,415 10 Dependent claim 9-11 and 20 Appellants argue that the combination of Camporeale and Nuri fails to teach or suggest “if it was determined not to approve the advertisement, then providing, by the automated ad policy checking component, hints for making the ad comply with one or more violated policies,” as recited by claim 9. (App. Br. 26-27; Reply Br. 6-8.) Similarly, dependent claim 20 recites “wherein each of the one or more policies further includes (c) a suggestion for avoiding a violation of the policy.” (App. Br. 34-35.) In response, the Examiner again relies on In re Venner and takes Official Notice stating: [e]xemption in general is the concept to grant relief or an exemption from a rule or requirement and also that driver’s education and the like hints/teaches the users in how to avoid violations and that therefore providing hints and exemption in certain violations would have been obvious in order to hint the users to avoid violations in order to inform/teach the users on how to comply in order to avoid violations./teaches In addition, nothing in the claims exclude this known feature to be used in advertisement approval. [sic] (Ans. 9-11.) We cannot agree the Examiner’s reasoning and find the Examiner’s analogy to hints provided during “driver’s education” fails to adequately address the limitations recited by claims 9 and 20. Moreover, we find the Examiner’s reliance on Venner, here, to be misplaced, since the Examiner has failed to provide adequate evidence of these steps being performed manually by either of the references. Thus, we find the Examiner has not adequately articulated, either with reference to the prior art or with a convincing line of reasoning, how adding “driver’s education and the like Appeal 2011-002578 Application No. 11/026,415 11 hints/teaches the users in how to avoid violations” [sic] would render obvious “hints for making the ad comply with one or more violated policies” or “a suggestion for avoiding a violation of the policy,” in response to a determination not to approve the advertisement, as generally recited by dependent claims 9 and 20, respectively. See In re Oetiker, 977 F.2d 1443, 1447 (Fed. Cir. 1992) (to support the conclusion that the claimed combination is directed to obvious subject matter, either the references must expressly or impliedly suggest the claimed combination or the examiner must present a convincing line of reasoning as to why the artisan would have found the claimed invention to have been obvious in light of the teachings of the references). Accordingly, the Examiner has failed to set forth a proper rationale for combining Camporeale and Nuri in light of the Examiner’s Official Notice, and thus, failed to establish a prima facie case of obviousness with respect to dependent claims 9 and 20. See In re Oetiker, 977 F.2d at 1445 (during examination, the examiner bears the initial burden of establishing a prima facie case of obviousness). Based on the record, we will not sustain the Examiner’s rejection of claims 9 and 20 under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri. For these same reasons, we will not sustain the rejection of claims 10 and 11 which depend on claim 9. Dependent claim 12-16 Appellants argue that the combination of Camporeale and Nuri fails to teach or suggest the step of “determining whether to exempt the violation,” Appeal 2011-002578 Application No. 11/026,415 12 as recited by claim 12. (App. Br. 29-30.) Specifically, Appellants assert that the combination of Camporeale and Nuri fails to teach or suggest the step of “determining whether to exempt the violation” using a whitelist of one or more violation exemptions, as generally recited by dependent claims 13-16. (App. Br. 30-33.) We are not persuaded by Appellants’ argument and as discussed supra, find that Camporeale’s electronic advertising system modified by the teachings of Nuri’s rule-based system renders obvious the step of determining whether to exempt a violation of one or more of the rules or conditions taught by Camporeale and Nuri. (FF 4, 7, 8.) Specifically, we find this additional “determining” step to be no more than another rule or condition, which must be satisfied prior to a final determination as to whether or not to approve the advertisement. This interpretation is commensurate with Appellants’ Specification which describes “whitelists” as “one or more violation exemptions” (FF 1), which we interpret to be the same as the rules or conditions taught by the combination of Camporeale and Nuri. (See FF 4, 6, 8.) Accordingly, Appellants’ argument is not persuasive, and as such, we sustain the Examiner’s rejection of claim 12-16 under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri. Dependent claim 22 Appellants argue that the combination of Camporeale and Nuri fails to teach or suggest “wherein each of the one or more policies further includes (c) a link, executable by an ad delivery system customer service Appeal 2011-002578 Application No. 11/026,415 13 representative but not by an advertiser, to further information about the policy,” as recited by dependent claim 22. (App. Br. 35-36.) In response, the Examiner concludes that “[i]t would have been obvious to a person of ordinary skill in the art at the time of Applicant’s invention to have included the link executable by a customer service representative in order to delegate the functions within the system.” (Ans. 7.) We cannot agree with the Examiner. In making this determination, we find that the Examiner’s rejection fails to address the instant limitation with reference to either of Camporeale or Nuri. Moreover, we find that the Examiner has failed to adequately articulate how delegating functions addresses “the link” or why it would be obvious to provide this link to an ad delivery system customer service representative but not by an advertiser. See In re Oetiker, 977 F.2d at 1447. Accordingly, we will not sustain the Examiner’s rejection of claim 22 under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri. Dependent claims 23 and 24 Appellants argue that the combination of Camporeale and Nuri fails to teach or suggest “wherein each of the one or more policies further includes (c) machine executable code for checking an advertisement to determine whether or not the policy is violated,” as recited by dependent claim 23. (App. Br. 37-40.) We are not persuaded by Appellants’ argument and as discussed supra with respect to independent claims 1 and 28, find that the combination of Camporeale and Nuri renders obvious the step of Appeal 2011-002578 Application No. 11/026,415 14 automatically checking an advertisement to determine whether or not a policy is violated. Accordingly, Appellants’ argument is not persuasive, and as such, we sustain the Examiner’s rejection of claim 23 under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri. Appellants also do not substanitively argue claim 24, which depends from dependent claim 23, and so we sustain the rejection of claim 24 under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri for the same reasons we found as to claim 23 supra. Dependent claims 26 and 27 Appellants argue that the combination of Camporeale and Nuri fails to teach or suggest that if it was determined not to approve the advertisement, then permitting, at least initially and by the automated ad policy checking component, the advertisement to be served by the ad serving system during a grace period, as generally recited by dependent claims 26 and 27. (App. Br. 41-42.) Specifically, Appellants assert that Camporeale states that its system insures that no advertisement is displayed without prior approval of its content, and as such, argue that the combination of Camporeale and Nuri fails to teach or suggest the instant limitation. (App. Br. 42.) In response, the Examiner states: it is old and well known to give a grace period in which a violations is allowed to be corrected in order to give the user time before they default or are imposed a violation. It would have been obvious to a person of ordinary skill in the art at the time of Applicant’s invention to have included if the ad wasn’t approve given a reason as to Appeal 2011-002578 Application No. 11/026,415 15 why and permitting the ad to be served during a grace period in order to give the user’s some flexibility and time to correct the mistake. [sic] (Ans. 8.) While we may agree with the Examiner that under some circumstances it is old and well-known for a service provider to provide a grace period, we cannot agree with the Examiner that this taking of official notice addresses the limitation of claims 26 and 27. Specifically, we agree with Appellants that Camporeale discloses that its system insures that advertisements are approved by their review staff prior to the advertisement being displayed. (FF 3.) Therefore, without more explanation, we find that Camporeale teaches away from the step of “permitting, at least initially and by the automated ad policy checking component, the advertisement to be served by the ad serving system during a grace period,” if it was determined to not approve the advertisement. Accordingly, we find that the Examiner has not met the initial burden of establishing a prima facie case of obviousness with respect to claims 26 and 27, and as such, we cannot sustain the Examiner’s rejection of claims 26 and 27. Dependent claim 29 Appellants argue that the combination of Camporeale and Nuri fails to teach or suggest “forwarding the ad for manual inspection by an ad delivery system customer service representative” when a determination is made to not approve the advertisement, as recited by dependent claim 29. (App. Br. 44.) We are not persuaded by Appellants’ argument and agree with the Appeal 2011-002578 Application No. 11/026,415 16 Examiner that Camporeale discloses forwarding an advertisement for manual inspection by an ad delivery system customer service representative if an initial determination results in the advertisement not being approved. (FF 5; See also Ans. 8-9.) Accordingly, Appellants argument is not persuasive, and as such, we sustain the Examiner’s rejection of claim 29 under 35 U.S.C. § 103(a) as unpatentable over Camporeale and Nuri. CONCLUSIONS We conclude: 1. the combination of Camporeale and Nuri teaches or suggests the steps of “automatically checking, by the automated ad policy checking component and without manual human intervention, an advertisement for compliance with one or more policies of the online ad serving system” and “determining, by the automated ad policy checking component and without manual human intervention, whether or not to approve the advertisement using results of the automatic checking,” as generally recited by claims 1 and 28,” and as such, renders obvious the subject matter of claims 1, 2, 17- 19, 21, 25, and 28 under 35 U.S.C. § 103(a). 2. the combination of Camporeale and Nuri fails to teach or suggest that “if it was determined to approve the advertisement, then further scheduling, by the automated ad policy checking component, a follow up check of the advertisement,” as generally recited by claims 3 and 6, and as such, fails to render obvious the subject matter of claims 3-8 under 35 U.S.C. § 103(a). Appeal 2011-002578 Application No. 11/026,415 17 3. the combination of Camporeale and Nuri fails to teach or suggest “hints for making the ad comply with one or more violated policies,” as recited by claim 9 and “a suggestion for avoiding a violation of the policy,” as recited by claim 20, and as such, fails to render obvious the subject matter of claims 9-11 and 20 under 35 U.S.C. § 103(a). 4. the combination of Camporeale and Nuri teaches or suggests the step of “determining whether to exempt the violation,” as recited by claim 12, and as such, renders obvious the subject matter of claims 12-16 under 35 U.S.C. § 103(a). 5. the combination of Camporeale and Nuri fails to teach or suggest “wherein each of the one or more policies further includes (c) a link, executable by an ad delivery system customer service representative but not by an advertiser, to further information about the policy,” as recited by dependent claim 22 under 35 U.S.C. § 103(a). 6. the combination of Camporeale and Nuri teaches or suggests “wherein each of the one or more policies further includes (c) machine executable code for checking an advertisement to determine whether or not the policy is violated,” as recited by dependent claim 23 under 35 U.S.C. § 103(a), and as such, also renders obvious the subject matter of dependent claim 24 under 35 U.S.C. § 103(a). 7. the combination of Camporeale and Nuri fails to teach or suggest if it was determined not to approve the advertisement, then permitting, at least initially and by the automated ad policy checking component, the advertisement to be served by the ad serving system during a grace period, Appeal 2011-002578 Application No. 11/026,415 18 as generally recited by dependent claims 26 and 27 under 35 U.S.C. § 103(a). 8. the combination of Camporeale and Nuri teaches or suggests “forwarding the ad for manual inspection by an ad delivery system customer service representative” when a determination is made to not approve the advertisement, as generally recited by dependent claim 29 under 35 U.S.C. § 103(a). DECISION We affirm the Examiner’s rejection of claims 1, 2, 12-19, 21, 23-25, 28, and 29, but reverse the Examiner’s rejection of claims 3-11, 20, 22, 26, and 27. No time period for taking any subsequent action in connection with this appeal may be extended under 37 C.F.R. § 1.136(a). See 37 C.F.R. § 1.136(a)(1). AFFIRMED-IN-PART ack Copy with citationCopy as parenthetical citation