First, advertisers on the Google partner networks will get more and better information about how their ad campaigns are performing. Armed with these insights, they should be able to adjust their messages and strategies to improve their return on their marketing-investment dollar. That alone should improve Google's sales a little bit.
But the biggie here is the new "frequency capping" feature. How many times can you see the same Ford banner ad before you start to tune it out, every time you see it? And why would the car maker want to pay Google to serve up ads that you find irrelevant at best – and irritating at worst? Well, now the advertiser can set a cap on how many times you'll see that same ad and then it's gone, baby, gone.
The new information tools will help the decision-makers set those caps. If there's a diminishing return on investment after the 20th appearance of the same beer spot, then Anheuser-Busch will know that the 21st showing isn't worth the listing fee.
It's a win for the average Web-browsing consumer -- get fresh and potentially even useful ads thrown into heavy rotation, and get rid of them once you're sick of the sight of 'em. The advertisers win too, because they make better use of their marketing budget. Put those two trends together, and you get a very happy Google that attracts more money-making customers on both sides of the advertising equation.
Fool contributor Anders Bylund is a Google shareholder but holds no other position in any of the companies discussed here. You can check out Anders' holdings if you like, and Foolish disclosure prefers fresh fare over stale sustenance anytime.