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United Kingdom Intellectual Property Office Decisions |
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You are here: BAILII >> Databases >> United Kingdom Intellectual Property Office Decisions >> Thomas Guy Sneesby (Patent) [2007] UKIntelP o31507 (29 October 2007) URL: http://www.bailii.org/uk/cases/UKIntelP/2007/o31507.html Cite as: [2007] UKIntelP o31507 |
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For the whole decision click here: o31507
Summary
The invention relates to a system for generating bespoke adverts targeted at specific website visitors. The system uses demographic data to populate the advert with user-specific content so that the advert is specifically tailored to the user. The applicant contended that the fact that the advert was populated in real time gave the invention technical advantages and also that the independent claims are directed to apparatus and a method including a number of technical features. The hearing officer applied the four step Aerotel/Macrossan test, concluding that the hardware specified in the claims of the application is entirely conventional and that the contribution made by the invention resides in what it is programmed to do. He therefore concluded that the contribution fell solely within the computer program exclusion.
