Google patent application filed by New Jersey firm

Google's published patent application 20080097833 , titled RENDERING ADVERTISEMENTS WITH DOCUMENTS HAVING ONE OR MORE TOPICS USING USER TOPIC INTEREST INFORMATION , was filed by STRAUB & POKOTYLO of Tinton Falls, NJ. The first claim states:

A computer-implemented method comprising:
a) providing, responsive to a received search query, a document with a plurality of search results, the plurality of search results including a first search result associated with a first document having content concerning a first topic and a second search result associated with a second document having content concerning a second topic;
b) determining which of the first topic and the second topic a user is most interested in;
c) selecting one of a first set of one or more ads relevant to the first topic and a second set of one or more ads relevant to the second topic using, at least, the determination of user topic interest; and
d) serving, for rendering to the user, in association with the document, the selected one of the first and second set of one or more ads.

Note that this application of Google is a continuation application --> This application is a continuation of U.S. patent application Ser. No. 10/610,322 (incorporated herein by reference), titled "RENDERING ADVERTISEMENTS WITH DOCUMENTS HAVING ONE OR MORE TOPICS USING USER TOPIC INTEREST INFORMATION," filed on Jun. 30, 2003, and listing Krishna Bharat as the inventor.

Note that the parent application (10/610322) received a notice of allowance on 20 Sept. 2007. In the world of Quillen and Webster, Google would be trying to patent the same invention in 11/962,846. An RCE was filed in 10/610322 on 28 March 2007.

Paragraph 5 of the published application states: Advertising using traditional media, such as television, radio, newspapers and magazines, is well known. Unfortunately, even when armed with demographic studies and entirely reasonable assumptions about the typical audience of various media outlets, advertisers recognize that much of their ad budget is simply wasted. Moreover, it is very difficult to identify and eliminate such waste.