Google announced several enhancements (courtesy of its integration with DoubleClick) to its content network which will be made available in the coming months. These improvements include:

- Frequency Capping: Enables advertisers to control the number of times a user sees an ad.
- Frequency Reporting: Provides insight into the number of people who have seen an ad campaign, and how many times, on average, people are seeing these ads.
- 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.

These features would not be possible without Google installing an ad-serving Cookie across the Google content network. While good for advertisers and publishers as no changes have to be made on their end, privacy sensitive users might have some concerns. Google however is allowing users to opt out of this data collection.