DoubleClick-optimized!

Google's $3.1 billion investment in DoubleClick may finally be paying off: the company has announced it is using DoubleClick's technology to improve AdSense.

Improvements include:

• Frequency Capping: An optional feature that prevents advertisers from exposing users to an ad message too frequently.
• Frequency Reporting: Describes how many people have seen an ad campaign and how many times (on average) they see the ads.
• Improved Ads Quality: Performance improvements within the content network.
• View-Through Conversions: Advertisers can view the number of times users visited their sites after seeing an ad, which helps determine ad 'hotspots.'

To divine how often a user sees an ad, Google must track them across its content network (i.e. any sites that run AdSense and DoubleClick ads) via ad serving cookie software.

Users may opt out at any time — they just have to know how.