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Ad Server Contests Others for Patent
LOS ANGELES–The battle for control of the technology that makes online advertising possible has entered the courtroom.
DoubleClick, New York, the nation’s top ad server, has filed a patent-infringement civil lawsuit against competitors L90, Santa Monica, Calif., and Sabela Media, Culver City, Calif.
Filed Nov. 12 in U.S. District Court, Norfolk, Va., DoubleClick’s claim mentions its Sept. 7,
1999 U.S. Patent No. 5,948,061 for the “method of delivery, targeting and measuring advertising over networks” as grounds for the suit.
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