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Judge Robinson construes claim terms related to targeted television advertising.

Judge Sue L. Robinson recently construed claims of two patents relating to targeted television advertising. HBAC Matchmaker Media, Inc. v. CBS Interactive Inc., et al., Civ. No. 13-428-SLR (D. Del. June 3, 2014).

The following claim term from U.S. Patent No. 5,774,170 was construed: “[T]argeting advertisements . . . using code comparison in a control device [at [a/the] [display/viewing] site]:” While the plaintiff argued for a broad construction that would reach internet advertising, Judge Robinson construed the term to apply only to television advertising since “the specification consistently refers to ‘cable TV,’ ‘television,’ and ‘VCR’ . . . [and] the figures . . . represent TV systems and more particularly cable television.” Id. at 5-6.

The Court also construed from U.S. Patent No. 6,002,393 the claim terms “[H]ead end system:” and “[D]ownloading the [instruction/command signal] . . . to command the control device[s] to select [an/the] advertisement from the head end system:”.

The claim construction order was issued in the CBS Interactive case, as well as in cases filed against Google Inc. and YouTube LLC (Civ. No. 13-429), Bravo Media LLC, NBC Entertainment and Universal Television Networks (Civ. No. 13-430), Fox Broadcasting Co., et al. (Civ. No. 13-431), DirecTV Group Inc. (Civ. No. 13-432), ESPN, Inc., et al. (Civ. No. 13-433), Cartoon Interactive Group Inc., et al. (Civ. No. 13-434), Univision Interactive Media, Inc. (Civ. No. 13-435), Vevo LLC (Civ. No. 13-436), Viacom Int’l Inc. (Civ. No. 13-437), Yahoo! Inc. (Civ. No. 13-438), Blip Networks Inc. (Civ. No. 13-962), and uStream Inc. (Civ. No. 13-965).

HBAC Matchmaker Media, Inc. v. CBS Interactive Inc., et al., Civ. No. 13-428-SLR (D. Del. June 3, 2014).

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