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Google has hinted that it will soon be increasing its DoubleClick integration; technology it had paid billions for.

 Among the planned additions are frequency capping, frequency reporting, and view-through conversion measurement capabilities. None of the enhancements is available yet, and none will be for “a few months,” according to a Google spokesperson. Still, it’s clear the firm aims to ensure advertisers, publishers, and company observers that it’s working at incorporating DoubleClick into its ad operation.

More details of when the features will be provided will be available in the coming months. Google expects all of the additional features to boost ad quality. For more information, check out ClickZ

Some friends in America have noticed that Google has recently been testing a new search layout that allows users of the search engine to modify how the results appear on their screen. Options include the ability to see longer text excerpts, dates, places and even images. There’s even the choice to limit Google search results to fresh pages only (created in the last month) without using the “Advanced Search Page”.

If or when this change will occur is still unknown, along if it will be applied to Google Australia and across other countries. It’s also interesting to note that the Sponsored Links are no where to be seen. You can read more about this development at Digital Inspiration.

Google has added a new feature to their keyword suggestion tool where advertisers can now find out roughly how many users a searching for a key term. This is a significant update because it gives advertisers hard data to work with when managing their search engine marketing campaigns.

 This is a good move for Google, considering Yahoo had recently ceased the Overture keyword suggestion tool.

For more info on the keyword suggestion tool, check out Google’s extensive guide.

As posted by Stephen Shankland, Google are preparing to overhaul the iGoogle interface to integrate ads under iGoogle’s “canvas view”. This opens the window for the canvas view to be monetized with ads. Not everyone will be able to advertise on this new arena, and certain types of ads will not be allowed. Which type of ads are unknown at this time.

“Ads will be limited to the canvas view only and certain types of ads will not be allowed. Developers are free to use any ad provider,” said iGoogle senior product manager Jessica Ewing in a statement. To maintain the best user experience, we plan on surveying users to determine how ads impact user satisfaction. Poor user ratings and reviews may impact a gadget’s viral features, ranking, and directory listing.

Worried about accidentally clicking on an ad? Don’t worry, Google will be taking measures to ensure that ads are not inadvertently clicked on by not allowing ads to appear in the home view (small gadget view) as the space is limited. The possible revenue generate on iGoogle ads will be interesting to see, as the users of iGoogle are much more aware of sponsored ads than a typical Google user.

Yahoo! has announced the launch of its new web crawler, Yahoo! Slurp 3.0. This new crawler is very similar to its previous kin, but is slightly changed to include a few new elements.
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Yahoo! have stated that they wish to begin a ‘limited’ test of Google’s Adsense for search services over the coming couple of weeks. The test is said to be on no more than 3% of Yahoo!’s search to ensure it is restricted.

Considering that the trial will last a couple of weeks, it will give Yahoo! a full week to consider its possible alternatives before the April 26th 2008 deadline for the Microsoft merger.

Microsoft are reported to be re-considering their bid for Yahoo! due to changed market conditions and apparent signs of weakness in the core business offering of Yahoo!.
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A company called Vivaty, a start-up in Menlo Park, California, has created a 3D virtual chat room that users can add to their social networking profile pages.

The release of this function is part of a progressive move that is seeing many more hours spent on programs such as Facebook and MySpace.
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Yahoo! has released a search platform entitled R.E.A.L - to assist and help potential job seekers and recruiters wanting to search for jobs.

The patent pending software will allow search based on Relevance, Engagement, Availability and Location.
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Google recently released a new tool (as discussed in a previous post) that lets users search for content within a single site by showing a search box in the results for bigger sites. An example can be seen by typing in Amazon into Google.

The problems that are emerging are that competitors are now starting to target ad’s to the search results specifically for that one site, for example a competitor of Amazon can apply to be listed within the unique site search for Amazon products.

The concept of profiting and advertising from brand association is pretty much illegal within the Google AdWords system, as they try to weed out anybody who is bidding on brand names and registered trademarks.