The Google Blog has recently announced some enhancements to the Google content network aimed to deliver more features for advertisers and better returns for publishers. The enhancements are a result of Google’s integration with DoubleClick, an advertising company they acquired in April 2007.

The enhancements will be available in the coming months and include:

• Frequency Capping - This feature will enable advertisers to control the number of times a user sees an ad.
• Frequency Reporting - New reporting that will provide information on the number of people who have seen an ad campaign and how many times people are viewing each ad.
• Improved Ads Quality - Brings performance improvements within the Google content network.
• View Through Conversions - Enables advertisers to gain insights on how many users visited their sites after seeing an ad. This helps advertisers determine the best places to advertise so users will see more relevant ads.

So how do these changes impact you as a publisher or advertiser?

Advertisers - Will have more control over how many times a user sees their ad and can help to improve conversions by reducing ‘banner blindness’. Advertisers will also have further reporting insights enabling them to fine tune ad placements to further improve success.

Publishers - Should see an increase in ad click-through from reduced ad repetition and overall improved ad quality/targeting.

To implement these new features, Google will be implementing a DoubleClick ad-serving cookie across its network. This means Google can now track users across sites serving both Google AdSense and DoubleClick ads. Users also have the option to opt out of a single cookie if they prefer.

I am personally looking forward to not seeing the same ads over and over. I think these changes will have a good impact for all users.