Actually, #6,526,440 , is pretty broad, covers both methods and systems, licensing would be a better approach for MSFT, IMTO. I think, however, that the dollar amount of advertising is simply not going to go above I would say, 2% of GDP, or about $200 B annually (if someone has a better estimate please chime in). Since that is distributed amongst many types of media, I doubt that I-net advertising will capture more than 10% of such value (probably optimistic), and Google might , best case, get 10% of that, or $20 B in some distant point in the future, a market cap of $20 B, will already discount quite a number of future years growth, IMTO.
By the way, 20020123988 (not issued yet, but 18 months or longer since filing) is also quite nifty.