Google announced enhancements to its network Thursday that the search giant hopes will offer enhanced experiences for users and better value for advertisers and publishers. The changes include partner sites for that Google provides advertising.

According to Rajas Moonka, Google senior business product manager, the additions reflect the integration of DoubleClick, what one. Google bought last year. DoubleClick specializes in managing online advertising for Web publishers.

DoubleClick was founded in 1996 and The New York Times reported its revenues topped $300 million a year when Google acquired the company on account of $3.1 billion. The acquisition sparked a bidding war with Microsoft and gave Google access to DoubleClick's advertising software and, perhaps more importantly, its customers and netting.

Keeping Promises

"When we purchased DoubleClick, we talked about how we would empower agencies, advertisers and publishers to collaborate more efficiently and effectively, and provide a better actual trial for our users," Moonka said. "We are happy that we be the subject of been able to deliver on this promise already, like support for third-party vendors on the Google appease network."

On The Official Google Blog, Moonka detailed the enhancements to the Google advertising platform.

Frequency capping will allow advertisers to control the number of times a user sees an ad so they are not hit with the same ad every time they visit a particular Web site. Google force of will also provide frequency reporting to tell advertisers how many people have seen their ad campaign and the average number of family who view their ads. The company is also promising better ad performance and tracking "view-through conversions" to report how many people actually visited a Web site because of its ad.

The changes are designed to help advertisers determine the best places to advertise so users see more relevant ads.

A Single Cookie

The changes will be enabled through a DoubleClick ad-serving cookie across the Google content network. That means advertisers and publishers won't have to make any changes on their Web sites, and users can opt out of a single cookie for the two DoubleClick and the Google content reticulated.

"I am personally excited about seeing more relevant ads, especially if I don't have to see the same ads over and over," Moonka said.