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These upgrades, launched throughout Q1 '05, provide increased transparency of results via the LookSmart Advertiser Center and more "hands on" contact by service personnel to all of LookSmart's customers. The changes are in reaction to research the company performed in early Q1, which indicated LookSmart's customer base has become increasingly sophisticated. Key reporting features added to LookSmart's Advertiser Center include: one-hour delay reporting at the keyword level to increase transparency of results; keyword suggestion tools enabling advertisers to buy both the "head" and "tails" of relevant inventory critical to their success, and hourly campaign spend totals so advertisers can easily monitor and manage budget reserves and optimize performance. The benefits of these upgrades are to allow for increased advertiser ROI through timely reporting and enhanced data analysis.