Brandfolder, Inc.Download PDFPatent Trials and Appeals BoardDec 24, 20202020004120 (P.T.A.B. Dec. 24, 2020) 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. 16/129,312 09/12/2018 Ajaykumar Rajasekharan BFD-0006 1954 50437 7590 12/24/2020 DUFT & BORNSEN, PC 1319 W BASELINE RD SUITE 100A LAFAYETTE, CO 80026 EXAMINER DURAN, ARTHUR D ART UNIT PAPER NUMBER 3688 NOTIFICATION DATE DELIVERY MODE 12/24/2020 ELECTRONIC 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. Notice of the Office communication was sent electronically on above-indicated "Notification Date" to the following e-mail address(es): docketing@db-iplaw.com PTOL-90A (Rev. 04/07) UNITED STATES PATENT AND TRADEMARK OFFICE ____________ BEFORE THE PATENT TRIAL AND APPEAL BOARD ____________ Ex parte AJAYKUMAR RAJASEKHARAN, LOGAN SEARS, and JIM HANIFEN, BRETT NEKOLNY, LUKE BUTTERFIELD BEATTY ____________ Appeal 2020-004120 Application 16/129,312 Technology Center 3600 ____________ Before MURRIEL E. CRAWFORD, JOSEPH A. FISCHETTI, and KENNETH G. SCHOPFER, Administrative Patent Judges. CRAWFORD, Administrative Patent Judge. DECISION ON APPEAL STATEMENT OF THE CASE Appellant seeks our review under 35 U.S.C. § 134 of the Examiner’s rejection of claims 1–24. We have jurisdiction under 35 U.S.C. § 6(b). SUMMARY OF DECISION We AFFIRM. THE INVENTION Appellant claims a system for multitrack performance scoring for assets comprising digital media for provisioning digital content and in particular scoring digital content based on the manner in which the digital content has been accessed and/or utilized by an audience. (Spec. ¶ 1, Title). Claim 1 is representative of the subject matter on appeal. Appeal 2020-004120 Application 16/129,312 2 1. A system comprising: a brand management server comprising: a memory that stores assets comprising digital media; and a controller that distributes the assets for consumption by members of an audience at remote devices, for each of the assets, the controller automatically determines a look-back period, acquires metrics indicating at least two different types of consumption of the asset by the audience during the look-back period, and calculates an asset score for the asset that indicates a popularity of the asset and is based on the metrics indicating the at least two different types of consumption, wherein the asset score comprises a weighted combination of the metrics of the at least two different types of consumption, and each of the metrics has its own weight, wherein asset scores for assets in different brands are calculated concurrently in real-time using different weighted combinations of the metrics, and the controller presents asset scores via a Graphical User Interface (GUI) for review by a user. Appeal Br. 27 (Claims Appendix). THE REJECTION Claims 1–24 are rejected under 35 U.S.C. § 101 as directed to a judicial exception without significantly more. Claims 1, 3, 9, 11, 17, and 19 are rejected under 35 U.S.C. § 103 as being unpatentable over Komuves (US 2013/0066885, published March 14, 2013) in view of Brotman (US 2009/0048860 A1, published February 19, 2009). Claims 2, 6, 10, 14, 18, and 22 are rejected under 35 U.S.C. § 103 as being unpatentable over Komuves in view of Brotman and in further view of Abboa-Offei (US 2010/0121682 A1, published May 13, 2010). Appeal 2020-004120 Application 16/129,312 3 Claims 4, 7, 12, 15, 20 and 23 are rejected under 35 U.S.C. § 103 as being unpatentable over Komuves in view of Brotman and in further view of Federov (US 2013/0073568, published March 21, 2013). Claims 5, 13, and 21 are rejected under 35 U.S.C. § 103 as being unpatentable over Komuves in view of Brotman and in further view of Overhultz (US 2007/0257795 A1, published November 8, 2007). Claims 8, 16, and 24 are rejected under 35 U.S.C. § 103 as being unpatentable over Komuves in view of Brotman and in further view of Shen (US 2017/0294010 A1, published Oct. 12, 2017). ANALYSIS 35 U.S.C. § 101 REJECTION We will sustain the rejection of claims 1–24 under 35 U.S.C. § 101. The Supreme Court set forth a framework for distinguishing patents that claim laws of nature, natural phenomena, and abstract ideas from those that claim patent-eligible applications of those concepts. First, . . . determine whether the claims at issue are directed to one of those patent-ineligible concepts. . . . If so, . . . then ask, “[w]hat else is there in the claims before us?” . . . To answer that question, . . . consider the elements of each claim both individually and “as an ordered combination” to determine whether the additional elements “transform the nature of the claim” into a patent-eligible application. . . . [The Court] described step two of this analysis as a search for an “‘inventive concept’”—i.e., an element or combination of elements that is “sufficient to ensure that the patent in practice amounts to significantly more than a patent upon the [ineligible concept] itself.” Appeal 2020-004120 Application 16/129,312 4 Alice Corp. Pty. Ltd. v. CLS Bank Int’l, 573 U.S. 208, 217–218 (citing Mayo Collaborative Servs. v. Prometheus Labs., Inc., 566 U.S. 66, 72–73 (2012)) (citations omitted). To perform this test, we must first determine whether the claims at issue are directed to a patent-ineligible concept. The Federal Circuit has explained that “the ‘directed to’ inquiry applies a stage-one filter to claims, considered in light of the [S]pecification, based on whether ‘their character as a whole is directed to excluded subject matter.’” See Enfish, LLC v. Microsoft Corp., 822 F.3d 1327, 1335 (Fed. Cir. 2016) (quoting Internet Patents Corp., 790 F.3d 1343, 1346 (Fed. Cir. 2015)). It asks whether the focus of the claims is on a specific improvement in relevant technology or on a process that itself qualifies as an “abstract idea” for which computers are invoked merely as a tool. See id. at 1335–36. In so doing we apply a “directed to” two prong test: 1) evaluate whether the claim recites a judicial exception, and 2) if the claim recites a judicial exception, evaluate whether the judicial exception is integrated into a practical application. 2019 Revised Patent Subject Matter Eligibility Guidance, 84 FR 50, pp 50–57 (Jan. 7, 2019) (“Guidance”). The Examiner determines that the claims are directed to determining popularity of an asset based on consumption metrics in a previous time period. The Examiner considers this to be a certain method of organizing human activity including advertising, marketing or sales activities or behaviors (Non-Final Act. 7). The Examiner finds the generically recited computer elements do not add a practical application or meaningful limitation to the abstract ideas because they amount to simply implementing the abstract idea on a computer and that the claims do not include limitations amounting to significantly more than the abstract idea. (Id. at 8). Appeal 2020-004120 Application 16/129,312 5 The Specification discloses that brand managers are the chief marketing officers of a company and help to ensure a desired level of public awareness for one or more brands. The embodiments of the present invention provide brand management tools that are capable of quantitatively assessing the worth of a given asset by using an asset score. (Spec. 2, 6). The asset score is based on multiple types of metrics indicating how the asset is being consumed by an audience. As such, the Specification supports the Examiner’s determination that the claims are directed to marketing and sales activity since the claims are directed to managing data related to the marketing and sale of goods and services. Consistent with this disclosure, claim 1 recites “controller automatically determines a look-back period, acquires metrics” and “calculates an asset score for the asset that indicates a popularity of the asset.” We thus agree with the Examiner’s findings that the claims are directed to determining popularity of an asset based on consumption metrics in a previous time period. We also agree with the Examiner that this is a certain method or organizing human activity such as advertising, marketing or sales activities or behaviors that falls in the judicial exception category. Guidance 84 Fed. Reg. at 52. Also, we find the steps of storing assets comprising digital media, distributing assets, calculating asset scores and displaying scores constitute “analyzing information by steps people go through in their minds, or by mathematical algorithms, without more, as essentially mental processes within the abstract-idea category.” Elec. Power Grp., LLC v. Alstom S.A., 830 F.3d 1350, 1354 (Fed. Cir. 2016); see also buySAFE, Inc. v. Google, Inc., 765 F.3d 1350, 1355 (Fed. Cir. 2014) (claims directed to certain Appeal 2020-004120 Application 16/129,312 6 arrangements involving contractual relations are directed to abstract ideas). Thus, we find that the claims recite the judicial exceptions of a method of organizing human activity and in the alternative, a mental process. Turning to the second prong of the “directed to test”, claim 1 requires a “brand manager server.” The recitation of the words “brand manager server” does not impose “a meaningful limit on the judicial exception, such that the claim is more than a drafting effort designed to monopolize the judicial exception” and as such does not integrate the judicial exceptions into a practical application. Guidance 84 Fed, Reg. at 53. In this regard, we find no indication in the Specification, nor does Appellant direct us to any indication, that the operations recited in independent claim 1 invoke any inventive programming, require any specialized computer hardware or other inventive computer components, i.e., a particular machine, or that the claimed invention is implemented using other than generic computer components to perform generic computer functions. See DDR Holdings, LLC v. Hotels.com, L.P., 773 F.3d 1245, 1256 (Fed. Cir. 2014) (“[A]fter Alice, there can remain no doubt: recitation of generic computer limitations does not make an otherwise ineligible claim patent-eligible.”). We also find no indication in the Specification that the claimed invention effects a transformation or reduction of a particular article to a different state or thing. Nor do we find anything of record, short of attorney argument, that attributes any improvement in computer technology and/or functionality to the claimed invention or that otherwise indicates that the claimed invention integrates the abstract idea into a “practical application,” as that phrase is used in the revised Guidance. See Guidance, 84 Fed. Reg. at 55. Appeal 2020-004120 Application 16/129,312 7 In this regard, the recitation does not affect an improvement in the functioning of the server or other technology, does not recite a particular machine or manufacture that is integral to the claim, and does not transform or reduce a particular article to a different state or thing. Id. Thus, claim 1 recites judicial exceptions that are not integrated into a practical application and thus claim 1 is directed to “abstract ideas.” Turning to the second step of the Alice analysis, because we find that claim 1 is directed to abstract ideas, the claim must include an “inventive concept” in order to be patent-eligible, i.e., there must be an element or combination of elements that is sufficient to ensure that the claim in practice amounts to significantly more than the abstract idea itself. See Alice, 573 U.S. at 217-18 (alteration in original) (quoting Mayo Collaborative Servs. v. Prometheus Labs., Inc., 566 U.S. 66, 72–73 (2012)). The introduction of a server computer into the claim does not alter the analysis at Alice step two. [T]he mere recitation of a generic computer cannot transform a patent-ineligible abstract idea into a patent-eligible invention. Stating an abstract idea “while adding the words ‘apply it’” is not enough for patent eligibility. Nor is limiting the use of an abstract idea “‘to a particular technological environment.’” Stating an abstract idea while adding the words “apply it with a computer” simply combines those two steps, with the same deficient result. Thus, if a patent’s recitation of a computer amounts to a mere instruction to “implemen[t]” an abstract idea “on . . . a computer,” that addition cannot impart patent eligibility. This conclusion accords with the preemption concern that undergirds our § 101 jurisprudence. Given the ubiquity of computers, wholly generic computer implementation is not Appeal 2020-004120 Application 16/129,312 8 generally the sort of “additional featur[e]” that provides any “practical assurance that the process is more than a drafting effort designed to monopolize the [abstract idea] itself.” Alice, 573 U.S. at 223 (alterations in original) (citations omitted). Instead, the relevant question is whether claim 1 here does more than simply instruct the practitioner to implement the abstract ideas on a generic computer. Id. at 225. It does not. Taking the claim 1 elements separately, the function performed by the brand management server at each step of the process is purely conventional. Using a computer to retrieve, select, and apply decision criteria to data and modify the data as a result amounts to electronic data query and retrieval— one of the most basic functions of a computer. All of these computer functions are well-understood, routine, conventional activities previously known to the trading industry. See Elec. Power Grp., 830 F.3d at 1354; see also In re Katz Interactive Call Processing Patent Litig., 639 F.3d 1303, 1316 (Fed. Cir. 2011) (“Absent a possible narrower construction of the terms ‘processing,’ ‘receiving,’ and ‘storing,’ . . . those functions can be achieved by any general purpose computer without special programming”). In short, each step does no more than require a generic computer to perform generic computer functions. As to the data operated upon, “even if a process of collecting and analyzing information is ‘limited to particular content’ or a particular ‘source,’ that limitation does not make the collection and analysis other than abstract.” SAP Am. Inc. v. InvestPic, LLC, 890 F.3d 1016, 1022 (Fed. Cir. 2018). Considered as an ordered combination, the computer components of Appellant’s claim 1 add nothing that is not already present when the steps are considered separately. The sequence of data reception-analysis- Appeal 2020-004120 Application 16/129,312 9 access/display is equally generic and conventional or otherwise held to be abstract. See Ultramercial, Inc. v. Hulu, LLC, 772 F.3d 709, 715 (Fed. Cir. 2014) (sequence of receiving, selecting, offering for exchange, display, allowing access, and receiving payment recited an abstraction), Inventor Holdings, LLC v. Bed Bath & Beyond, Inc., 876 F.3d 1372, 1378 (Fed. Cir. 2017) (holding that sequence of data retrieval, analysis, modification, generation, display, and transmission was abstract), Two-Way Media Ltd. v. Comcast Cable Commc’ns, LLC, 874 F.3d 1329, 1339 (Fed. Cir. 2017) (holding sequence of processing, routing, controlling, and monitoring was abstract). The ordering of the steps is, therefore, ordinary and conventional. Claim 1 does not, for example, purport to improve the functioning of the brand management server itself. As we stated above, claim 1 does not affect an improvement in any other technology or technical field. The Specification spells out different generic equipment and parameters that might be applied using this concept and the particular steps such conventional processing would entail based on the concept of information access under different scenarios. (See, e.g., Spec. ¶¶ 91–93). Thus, claim 1 at issue amounts to nothing significantly more than instructions to apply the abstract ideas using some unspecified, generic computer. Under our precedents, that is not enough to transform an abstract idea into a patent- eligible invention. See Alice, 573 U.S. at 226. We have reviewed all the arguments (Appeal Br. 6–15; Reply Br. 2– 5) Appellant has submitted concerning the patent eligibility of the claims before us that stand rejected under 35 U.S.C. § 101. We find that our analysis above substantially covers the substance of all the arguments, which have been made. But, for purposes of emphasis, we will address various arguments in order to make individual rebuttals of same. Appeal 2020-004120 Application 16/129,312 10 We are not persuaded of error on the part of the Examiner by Appellant’s argument that the precise technique recited in claim 1 enables the asset’s effectiveness to be compared to other assets which allows brand managers to rapidly identify assets that are underperforming. Appellant argues that prior techniques for comparing assets relied on human judgment and perception and were necessarily biased, inconsistent and vague (Appeal Br. 9, 11). By making this argument Appellant appears to be arguing that the present invention has advantages over the prior art methods of comparing the effectiveness of assets. To the extent Appellant maintains that the limitations of claim 1 necessarily amount to “significantly more” than an abstract idea because the claimed system is allegedly patentable over the prior art, Appellant misapprehends the controlling precedent. Although the second step in the Alice/Mayo framework is termed a search for an “inventive concept,” the analysis is not an evaluation of novelty or non- obviousness, but rather, a search for “‘an element or combination of elements that is sufficient to ensure that the patent in practice amounts to significantly more than a patent upon the [ineligible concept] itself.”’ Alice, 573 U.S. at 217. A novel and nonobvious claim directed to a purely abstract idea is, nonetheless, patent-ineligible. See Mayo, 566 U.S. at 90. We are not persuaded of error on the part of the Examiner by Appellant’s argument, relying on DDR Holdings, LLC v. Hotels.com, L.P. 773 F.3d 1245 (Fed. Cir. 2014), that claim 1 is rooted in computer technology in order to overcome a problem specifically arising in the realm of computer networks. According to Appellant, claim 1 provides a new technique that actively distributes assets, tracks their consumption and determines and reports popularity of each of those assets. (Appeal Br. 10). Appeal 2020-004120 Application 16/129,312 11 In DDR Holdings, the Court evaluated the eligibility of claims “address[ing] the problem of retaining website visitors that, if adhering to the routine, conventional functioning of Internet hyperlink protocol, would be instantly transported away from a host’s website after ‘clicking’ on an advertisement and activating a hyperlink.” DDR, 773 F.3d at 1257. There, the Court found that the claims were patent eligible because they transformed the manner in which a hyperlink typically functions to resolve a problem that had no “pre-Internet analog.” Id. at 1258. The Court cautioned, however, “that not all claims purporting to address Internet-centric challenges are eligible for patent.” Id. For example, in DDR Holdings the Court distinguished the patent-eligible claims at issue from claims found patent-ineligible in Ultramercial. See DDR,773 F.3d at 1258–59 (citing Ultramercial, 772 F.3d 7 0 9 , 715–16 (Fed. Cir. 2014)). As noted there, the Ultramercial claims were “directed to a specific method of advertising and content distribution that was previously unknown and never employed on the Internet before.” Id. at 1258 (quoting Ultramercial, 772 F.3d at 715–16). Nevertheless, those claims were patent ineligible because they “merely recite[d] the abstract idea of ‘offering media content in exchange for viewing an advertisement,’ along with ‘routine additional steps such as updating an activity log, requiring a request from the consumer to view the ad, restrictions on public access, and use of the Internet.’” Id. Appellant’s asserted claims are analogous to claims found ineligible in Ultramercial and distinct from claims found eligible in DDR Holdings. The ineligible claims in Ultramercial recited “providing [a] media product for sale at an Internet website;” “restricting general public access to said media product;” “receiving from the consumer a request to view [a] Appeal 2020-004120 Application 16/129,312 12 sponsor message;” and “if the sponsor message is an interactive message, presenting at least one query to the consumer and allowing said consumer access to said media product after receiving a response to said at least one query.” Ultramercial, 772 F.3d at 712. Similarly, Appellant’s asserted claims recite receiving data, analyzing data (calculating an asset score), and transmitting data (presenting asset score to user). This is precisely the type of Internet activity found ineligible in Ultramercial. We are not persuaded of error on the part of the Examiner by Appellant’s argument that the claims are eligible because there is no risk of preemption. “While preemption may signal patent ineligible subject matter, the absence of complete preemption does not demonstrate patent eligibility.” Ariosa Diagnostics, Inc. v. Sequenom, Inc., 788 F.3d 1371, 1379 (Fed. Cir. 2015); see also OIP Techs., Inc. v. Amazon.com, Inc., 788 F.3d 1359, 1362- 63 (Fed. Cir. 2015), cert, denied, 136 S. Ct. 701, 193 (2015) (“[T]hat the claims do not preempt all price optimization or may be limited to price optimization in the e-commerce setting do not make them any less abstract.”). And, “[w]here a patent's claims are deemed only to disclose patent ineligible subject matter under the Mayo framework, as they are in this case, preemption concerns are fully addressed and made moot.” Ariosa, 788 F.3d at 1379. We do not agree with Appellant that claim 1 reflects an improvement to technology by enabling real-time analysis, reporting, and distribution for digital assets, such that brand managers are capable of administering hundreds of thousands of assets and the server handles multiple users because there is no recitation of hundreds of thousands of assets and multiple users in claim 1. In regard to claim 2, Appellant argues that the dynamic monitoring and Appeal 2020-004120 Application 16/129,312 13 notification processes described facilitates the ability of brand managers to respond to critical periods in a timely manner and therefore claim 2 recites a practical application. This argument is not persuasive because the Appellant does not focus on the “additional elements” in claim 2 that are considered in an analysis of whether the claims recite a practical application. See Guidance 84 Fed. Reg. 53. In addition, Appellant does not address the various factors which are considered when making a determination of whether the claim integrates the recited judicial exception into a practical application such as improvement to the functioning of the recited server itself, improvement to any other technology, recitation of a particular machine or transformation of a particular article to a different states of thing as required by the Guidance. Guidance 84 Fed. Reg. 55. In regard to claims 4 and 7, Appellant argues that generating a model that correlates weights and relevancy based on periodic feedback from a user is too complex to be performed in the human mind and that it is not possible for a human to simulate the operations of a machine learning model. This argument fails because Appellant does not explain why generating the recited model or simulating the operations of a machine learning model is too complex for the human mind. In addition, as the Federal Circuit has made clear, “the basic character of a process claim drawn to an abstract idea is not changed by claiming only its performance by computers, or by claiming the process embodied in program instructions on a computer readable medium.” See CyberSource Corp. v. Retail Decisions, Inc., 654 F.3d 1366, 1375 (Fed. Cir. 2011) (citing In re Abele, 684 F.2d 902 (CCPA 1982)). In regard to claim 6, Appellant argues that the manner described in this claim provides a practical application by bounding the expected range of Appeal 2020-004120 Application 16/129,312 14 values for an asset in a known period of time which enhances predictability when planning the use of an asset in the future. Appellant also argues, in regard to claim 7 that the use of shared features in images to predict asset scores is a complex technique that provides a real-world benefit in enhancing the ability of a user to product the score of newly created assets. Appellant’s arguments, however, rely on the ineligible concept itself of determining popularity of an asset based on consumption metrics in a previous time period to establish that the claims recite an inventive concept. But “[i]t has been clear since Alice that a claimed invention’s use of the ineligible concept to which it is directed cannot supply the inventive concept that renders the invention ‘significantly more’ than that ineligible concept.” BSG Tech LLC, 899 F.3d at 1290. Moreover, “[n]o matter how much of an advance in the marketing field the claims recite, the advance lies entirely in the realm of abstract ideas, with no plausibly alleged innovation in the non- abstract application realm.” SAP America, Inc., 898 F.3d at 1163; see also id. at 1168. In view of the foregoing, we will sustain the Examiner’s rejection as it is directed to claim 1 and claims 3 and 8 dependent thereon and claims 2, 4, 5, 6, and 7. We will also sustain the rejection as it is directed to the remaining claims because Appellant has not argued the separate eligibility of these claims. REJECTION UNDER 35 U.S.C § 103(A) We will not sustain this rejection because we agree with Appellant that the prior art does not disclose “wherein asset scores for assets in different brands are calculated . . . using different weighted combinations of metrics” as is recited in claim 1. Appeal 2020-004120 Application 16/129,312 15 The Examiner relies on Brotman at paragraphs 29, 30, 126 and 87 for teaching this subject matter. According to the Examiner, Brotman’s teaching of different categories having different weightings is a teaching of this subject matter. (Non-Final Act. 13) Therefore, the Examiner explains that Brotman teaches different weighing factors for each different content provider or different brands. The problem with this finding is that Brotman does not disclose that the term “categories” relates to brands of products. Rather we find that Brotman discloses that these categories are “categories of use” which relate to how the product is used not the brand of the product. These categories of use include all uses above the line, below the line, internal, editorial, and Web Only. ( Brotman 71). These levels of use are depicted in Table 1 of Brotman and relate to how the asset can be used in advertisements and promotions. We find that the categories of use disclosed in Brotman does not relate to brands of the products. As such, the description of the different weighting factors for different categories of use in Brotman is not a description of asset scores for assets in different brands being calculated using different weighted combinations of metrics as is required by claim 1. In view of the foregoing, we will not sustain this rejection as it is directed to claim 1 and claims 2–8 dependent therefrom. We will not sustain the rejection as it is directed to the remaining claims for the same reason. CONCLUSIONS OF LAW We conclude the Examiner did not err in rejecting claims 1–24 under 35 U.S.C. § 101. We conclude the Examiner did err in rejecting claims 1–24 under 35 U.S.C. § 103. Appeal 2020-004120 Application 16/129,312 16 DECISION Claims Rejected 35 U.S.C. § Reference(s)/Basis Affirmed Reversed 1–24 101 Eligibility 1–24 1, 3, 9, 11, 17, 19 103 Komuves, Brotman 1, 3, 9, 11, 17, 19 2, 6, 10, 14, 18, 22 103 Komuves, Brotman, Abboa- Offei 2, 6, 10, 14, 18, 22 4, 7, 12, 15 23 103 Komuves, Brotman, Federov 4, 7, 12, 15 23 5, 13, 21 103 Komuves, Brotman, Overhultz 5, 13, 21 8, 16, 24 103 Komuves, Brotman, Shen 8, 16, 24 Overall Outcome 1–24 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)(iv). AFFIRMED Copy with citationCopy as parenthetical citation