{"id":4594,"date":"2019-07-25T20:19:46","date_gmt":"2019-07-25T17:19:46","guid":{"rendered":"http:\/\/www.alfapatent-stanadvoka.com\/?p=4594"},"modified":"2021-01-12T21:07:39","modified_gmt":"2021-01-12T18:07:39","slug":"t1776-13","status":"publish","type":"post","link":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/t1776-13\/","title":{"rendered":"25.07.2019 \/T 1776\/13 \/IMPROVING PERSONALIZATION OF ADVERTISING \/SAMSUNG"},"content":{"rendered":"

\u0130nceleme Birimi\u00a0EP 09179420.6<\/a>\u00a0numaral\u0131 patenti EPC\u00a0Md. 56<\/a>\u00a0alt\u0131nda bulu\u015f basama\u011f\u0131 noksanl\u0131\u011f\u0131 nedeniyle reddetmi\u015ftir. Ana talep ve yard\u0131mc\u0131 talep i\u00e7inde bulunan \u0130stem 9 bir i\u015f yapma y\u00f6ntemi olan ve bilinen bir hedefe odakl\u0131 reklamc\u0131l\u0131k uygulamas\u0131 otomasyonuna ili\u015fkindir. Temyiz Kurulu duru\u015fma davetiyle birlikte \u00f6n g\u00f6r\u00fc\u015f\u00fcnde D2 ve konu hakk\u0131nda uzman ki\u015finin ortak genel bilgisi kombine edildi\u011finde,\u00a0\u0130stem 1 ve 9\u2019un\u00a0bulu\u015f basama\u011f\u0131ndan yoksun oldu\u011funu ifade etmi\u015ftir.<\/p>\n

Duru\u015fma davetine yan\u0131t\u0131nda temyiz sahibi birinci yard\u0131mc\u0131 talebini geri \u00e7ekmi\u015f ve duru\u015fmada temsil edilmeyece\u011fini belirtmi\u015ftir. Duru\u015fma temyiz sahibinin yoklu\u011funda yap\u0131lm\u0131\u015f ve sonunda karar a\u00e7\u0131klanm\u0131\u015ft\u0131r. \u0130stem 1 ve \u0130stem 9 a\u015fa\u011f\u0131da verilmektedir:<\/p>\n

“1. An ad server (410) in a wireless communication network configured to transmit advertising content to a plurality of mobile devices (210) which have sent requests for advertisements to the ad server (410), the ad server (410) comprising:
\na filter module (620) configured, for each request for an advertisement, to filter a plurality of advertisements based on meta data for each advertisement;
\nan ad decision module (630) configured, for each request for an advertisement, to further filter the plurality of advertisements based on an end user profile and ratings from a plurality of contacts on a contacts list of the mobile device which has requested the advertisement; and
\nan electronic storage medium (610) configured to store information about the plurality of advertisements.”<\/p><\/blockquote>\n

“9. A method of targeting advertising for a plurality of mobile devices (210) in a wireless communication network, the method comprising the steps of:
\nreceiving at an ad server (410) in the wireless communication network a plurality of advertisements from an advertising distributor (120);
\nreceiving at the ad server (410) end user ratings of the plurality of advertisements from a plurality of mobile devices (210); and
\nreceiving at the ad server (410) requests for advertisements from a plurality of mobile devices (210);
\nwherein for each request for an advertisement, the method further comprises:
\nfiltering at the ad server (410) the plurality of advertisements based on meta data for each advertisement;
\nfurther filtering at the ad server (410) the plurality of advertisements based on an end user profile and end user ratings from a plurality of contacts on a contacts list of the mobile device requesting the advertisement; and
\ntransmitting a selected advertisement from the ad server (410) to the mobile device (210) requesting the advertisement.”<\/p><\/blockquote>\n

Bulu\u015f mobil cihazlarda kullan\u0131c\u0131lar\u0131n kar\u015f\u0131la\u015ft\u0131rmal\u0131 t\u0131klama oranlar\u0131n\u0131 baz alarak reklam y\u00f6nlendirmesi yapan bir sisteme ili\u015fkindir. Do\u011fru reklam, kullan\u0131c\u0131n\u0131n demografik verisi ve ilgi alanlar\u0131 da baz al\u0131narak y\u00f6nlendirilmektedir. Kar\u015f\u0131la\u015ft\u0131rmal\u0131 reklam de\u011ferlendirme oranlar\u0131 bir kullan\u0131c\u0131n\u0131n ba\u011flant\u0131 listesindeki (sosyal a\u011f, telefon rehberi kullan\u0131c\u0131 listesi) ki\u015filerce yap\u0131lm\u0131\u015f bir de\u011ferlendirme olarak kabul edilmektedir. Buna g\u00f6re bir reklam\u0131 izleyen bir kullan\u0131c\u0131n\u0131n reklam\u0131 de\u011ferlendirmesi istenmektedir. Temyiz sahibi a\u015fa\u011f\u0131daki ad\u0131mlar\u0131 i\u00e7eren bir d\u00fczeltme dosyalam\u0131\u015ft\u0131r:<\/p>\n

a) the ad server is now configured to transmit advertising content to “a plurality of mobile devices which have sent requests for advertisements to the ad server”;
\nb) the (first) mobile device is now identified throughout the claims as “the mobile device which has requested the advertisement”;
\nc) the filter module and the ad decision module of the ad server are now configured to operate “for each request for an advertisement”.<\/p><\/blockquote>\n

Temyiz sahibi bu ad\u0131mlar\u0131n teknik etkisi olarak daha y\u00fcksek say\u0131da de\u011ferlendirme almay\u0131 ve bu sayede a\u011fda daha az say\u0131da reklam\u0131n transfer edilmesi ihtiyac\u0131n\u0131 g\u00f6stermi\u015ftir (A\u011f verimlili\u011fi).<\/p>\n

Temyiz Heyeti en yak\u0131n teknik belge stat\u00fcs\u00fcndeki D2 ile d\u00fczeltilmi\u015f istem aras\u0131ndaki fark\u0131 reklam karar mod\u00fcl\u00fc\u00a0(ad decision module)<\/i>\u00a0olarak belirlemi\u015ftir. S\u00f6z konusu mod\u00fcl kullan\u0131c\u0131lara yap\u0131lan filtreleme i\u015flemine g\u00f6re do\u011fru reklam\u0131 g\u00f6nderme i\u015flevi g\u00f6rmektedir.<\/p>\n

Temyiz Kurulu\u2019nun g\u00f6r\u00fc\u015f\u00fcne g\u00f6re mobil kullan\u0131c\u0131ya ki\u015fisel tercihlerine uygun reklam\u0131n g\u00f6nderilmesi teknik bir problem \u00e7\u00f6z\u00fcm\u00fc de\u011fil bir i\u015f yapma y\u00f6ntemidir. Teknik bir problemi \u00e7\u00f6zmeyen bir fark unsur veya ad\u0131m bulu\u015f basama\u011f\u0131n\u0131n varl\u0131\u011f\u0131n\u0131 ortaya koymak i\u00e7in kullan\u0131lamaz.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u0130nceleme Birimi\u00a0EP 09179420.6\u00a0numaral\u0131 patenti EPC\u00a0Md. 56\u00a0alt\u0131nda bulu\u015f basama\u011f\u0131 noksanl\u0131\u011f\u0131 nedeniyle reddetmi\u015ftir. Ana talep ve yard\u0131mc\u0131 talep i\u00e7inde bulunan \u0130stem 9<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[112],"tags":[],"class_list":["post-4594","post","type-post","status-publish","format-standard","hentry","category-t-kararlar"],"_links":{"self":[{"href":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/wp-json\/wp\/v2\/posts\/4594","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/wp-json\/wp\/v2\/comments?post=4594"}],"version-history":[{"count":3,"href":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/wp-json\/wp\/v2\/posts\/4594\/revisions"}],"predecessor-version":[{"id":5082,"href":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/wp-json\/wp\/v2\/posts\/4594\/revisions\/5082"}],"wp:attachment":[{"href":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/wp-json\/wp\/v2\/media?parent=4594"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/wp-json\/wp\/v2\/categories?post=4594"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.alfapatent-stanadvoka.com\/tr\/wp-json\/wp\/v2\/tags?post=4594"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}