It looks like Google will be integrating some of the DoubleClick DART targeting abilities into its content network according to this article in ClickZ.

The company expects all of the additional features to boost ad quality. “We’ll be using the cookie data to improve ad quality as we are able to get improved signals on ad performance within the network and able to limit overexposure of advertisements,” said the spokesperson.

The new features will be available to AdSense content network advertisers only, not to advertisers running ads on Google’s site.

New tools that advertisers may appreciate are:

- frequency caps (decide how many times you want a user to see your ad)

- view through tracking (see conversion data based on users who view your ad but don’t click and later purchase from your site)

- message segmentation by advertiser defined groups

DART had many benefits…it will be interesting to see how many Google can integrate.