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IAC/InterActiveCorp, the internet conglomerate headed by media mogul Barry Diller, will on Wednesday unveil a revamp of its newly acquired Ask Jeeves search engine to show fewer paid links, bringing its strategy more in line with big rivals such as Google.
Berkowitz said that, in a bid to improve the user experience with the search engine, the company began to implement a program in early April to reduce by 31% the number of ads it shows at the top of its results pages. The company's tests show that a smaller number of ads boosts the frequency with which people use the site and aids user retention. As such, Jeeves expects the change to help lift query volumes and ad revenue later in the year.
Berkowitz said they started doing that in April 2005.