To hazard a guess, databases and all sorts of webdev/code monkey goodies to make members' (and others') experience here better, faster and maybe even more profitable... maybe fixing the ads thing... dunno.
I figure that if it were easy, it'd be done quickly. Since it wasn't, it probably was involved, and not very easy.
Anyway, webdevs and others... thanks for doing all you do to keep this old bag of bones (I'm not including myself in that description) up and going. Keeping T. Rex in fighting trim and out of the museum ain't easy.