Google is making a strong case that it is an advertiser's best friend. Only a day after unveiling its unprecedented tool for monitoring search behavior, the search giant announced new features for its AdSense network that give advertisers more control over who sees their display ads and a better understanding of how effectively they work.

The new enhancements let advertisers see how many people view an ad and cap the number of times a user sees it, preventing ad overkill. But perhaps the biggest gain for advertisers is the ability to see "view-through conversions," which show how many users visited a website after viewing an ad.

For the new tools to function, Google is implementing a DoubleClick cookie on every website that serves ads from Google. While some consumers may be less than thrilled about another cookie on their browser, Google is promising an easy opt out.

According to a post on the Google Blog, "with one click, users can opt out of a single cookie for both DoubleClick ad serving and the Google content network."

In another move related to the integration of DoubleClick, Google announced it had sold its Performics search-marketing unit to Publicis Groupe. Performics was previously owned by DoubleClick, and Google was looking to sell the company as soon as it acquired DoubleClick, according to The New York Times.