• About
    • History of Dallas SEO
  • Contact
  • Topics
    • Bing
    • Blogging
    • Branding
    • Domain Names
    • Google
    • Internet Marketing
    • Link Building
    • Local Search
    • Marketing
    • Public Relations
    • Reputation Management
    • Search Engine Marketing
    • Search Engine Optimization
    • Search Engines
    • Social Media
    • Tech
  • Advertise
  • Services
    • Search Engine Optimization
    • Ongoing SEO Services
    • SEO Expert Witness
    • Google Penalty Recovery
    • Mini SEO Audit
    • Link Audit
    • Keyword Research
    • Combine Websites SEO Services
    • PPC Management
    • Online Reputation Management
    • Domain Name Consultant
    • Domain Names & Expired Domains
    • Domain Name Appraisal

Bill Hartzer

GoDaddy Airo: Register your .com domain name today!
Home » Google » Google Loses Appeal in Banner Ad Caching Case

Google Loses Appeal in Banner Ad Caching Case

Posted on February 23, 2018 Written by Bill Hartzer

Google vs At Home Bondholders Liquidating Trust

Google, LLC lost their appeal of two final written decisions of the United States Patent and Trademark Office Patent Trial and Appeal Board involving the way banner ads are cached. One of the arguments was that one of the patents did not reference blockable versus un-blockable URL requests.

At Home Bondholders’ Liquidating Trust (“At Home”) owns the ’045 and ’698 patents directed to a method of monitoring and controlling information delivered over a computer network. According to the patents, banner ads on web pages are cached, which reduces page load speed. But, caching creates problems for internet advertisers, who rely on accurate counts of how many times there banners are requested. One could stop caching requests, but that’s impractical. The ’045 and ’698 patents purport to resolve those competing objectives by adding a non-blockable banner request before checking the cache for stored banners.

Google petitioned for a series of IPRs arguing that certain claims of the ’045 and ’698 patents would have been obvious at the time their inventions were made.

At Home argued that the mere mention of requesting CGI scripts was insufficient for disclosure of a non-blockable request, because not all requests that reference a CGI script are non-blockable. Google replied that because requests for CGI scripts are non-blockable by default due to its dynamic nature, a person of ordinary skill in the art would under-stand that disclosing a request to execute a CGI script would also disclose a non-blockable request.

The Board, in their decision, determined that Angles (U.S. Patent 5,933,811) did not teach the non-blockable limitation. The Board also concluded that Google had not met its burden to prove by a preponderance of the evidence that the instituted claims are un-patentable as obvious.

Google appealed, and the court affirmed the prior decisions for the board. You can read the entire decision here.

Filed Under: Google

About Bill Hartzer

Bill Hartzer is the CEO of Hartzer Consulting and founder of DNAccess, a domain name protection and recovery service. A recognized authority in digital marketing and domain strategy, Bill is frequently called upon as an Expert Witness in internet-related legal cases. He's been sharing insights and research here on BillHartzer.com for over two decades.

Bill Hartzer on Search, Marketing, Tech, and Domains.

Recent Posts

  • Coldplay Kiss Cam Chaos: What the Andy Byron Scandal Teaches About Online Reputation July 17, 2025
  • Marketing Signals Rolls Out AI Search Optimisation Services July 17, 2025
  • Bluehost and HostGator Expired Domains Now Only Available on NameJet and SnapNames July 15, 2025
  • Why Everyone on Google Trends Is Suddenly a Person—And What It Means for SEO July 14, 2025
  • Grow Your Instagram Like a Pro with Hexrate’s Game-Changing Tools July 14, 2025
  • Unbounce Doubles Down on AI and Automation to Boost Go-To-Market Teams July 10, 2025
  • NameSilo to Acquire SewerVUE Technology in $2.45M Deal July 10, 2025
  • Internet Marketing Ninjas Acquired by Previsible.IO July 9, 2025
  • Metricool Brings Real Analytics to Personal LinkedIn Profiles July 8, 2025
  • This Cleveland Agency Found a Smarter Way to Rank in Every Suburb—Without Opening More Offices July 8, 2025
  • Survey: Gen Z Reuses Passwords but Demands Bank-Level Security From Small Businesses July 8, 2025
  • Liftoff Reveals What’s Actually Working in Mobile Ads July 7, 2025
  • EasySend’s Big Move: AI Tools That Make Static Forms Obsolete July 7, 2025
  • Is Social Media Failing Small Businesses? New Survey Reveals a Hidden Blind Spot July 7, 2025
  • Why Cloudflare’s Pay Per Crawl Is a Trap for 99% of Websites July 2, 2025
  • The Hidden Risk of Double Letters in Brand and Domain Names July 2, 2025
  • GEO Verified™ Launches to Help Brands Survive the AI Search Shakeup July 1, 2025
  • RetailOnline.com Hits the Market After 25 Years—And It’s Built for the Future of E-Commerce July 1, 2025
  • AI-Powered Task Planning: The Future of Business Efficiency and Personal Productivity June 30, 2025
  • New Yoast Add-On Turns Google Docs Into an SEO Power Tool June 26, 2025

Hartzer Domains

Bare-Metal Servers by HostDime

DFWSEM logo

Bill Hartzer is a Brand Ambassador for:

Industry Friends

I Love SEO
WTFSEO
SEO By the Sea
Brian Harnish
Jeff Lenney
Jeff Gabriel
Scott Hendison
Dixon Jones
Brian Hartzer
Navah Hopkins
DNAccess
SEO Dallas
Confirmed Stolen

Connect With Bill Hartzer

Bill Hartzer on Twitter
Bill Hartzer on BlueSky
Bill Hartzer on Instagram
Hartzer Consulting on Facebook
Bill Hartzer on Facebook
Bill Hartzer on YouTube

Categories

  • Advertising (109)
  • AI (201)
  • Bing Search Engine (8)
  • Blogging (43)
  • Branding (19)
  • Domain Names (317)
  • Google (261)
  • Internet Marketing (52)
  • Internet Usage (95)
  • Link Building (53)
  • Local Search (63)
  • Marketing (232)
  • Marketing Foo (34)
  • Pay Per Click (9)
  • Podcast (19)
  • Public Relations (9)
  • Reputation Management (15)
  • Search Engine Marketing (46)
  • Search Engine Marketing Events (60)
  • Search Engine Marketing Firms (95)
  • Search Engine Marketing Jobs (33)
  • Search Engine Optimization (189)
  • Search Engines (223)
  • Social Media (302)
  • Social Media Marketing (59)
  • Tech (16)
  • Web Analytics (21)
  • Webinars (1)

Note: All product names, logos, and brands are property of their respective owners. All company, product and service names used in this website are for identification purposes only, and are mentioned only to help my readers. All other trademarks cited herein are the property of their respective owners. Use of these names, logos, and brands does not imply endorsement.

 

Hartzer Consulting

Website, Content, and Marketing by Hartzer Consulting, LLC.

Disclaimer - Privacy Policy - Terms of Use

Copyright © 2025 ·