Google on Thursday rolled out improvements to its ad network and will add DoubleClick tracking across its sites. Google also made it easy to opt out of its double dose of cookies with one click. The larger question is whether users will choose to go cookie free.

Among the key ad network changes as detailed on Google’s blog:

• Advertisers will control the number of times a user sees ads;
• Advertisers have more reporting on frequency changes–who saw an ad and how many times they saw it;
• Conversion data to see if people clicked through to a site.

The good news is that Google makes it easy to opt out with one click. And then the pause comes as a user. Do you buy Google’s pitch that more relevant advertising is more useful? Do you buy Google’s argument that advertising can be good for you? Do you trust Google and its claim that it won’t combine personal information with its cookie data without consent?

Every individual will have his or her own answer. I found myself perusing the privacy policy for Google. My decision right now is to hold off on the opting out. I’m a realist and know that cookies make the Web go around. Meanwhile, I’m being tracked by everyone anyway and seem to be fine. That said it’s worth perusing the privacy policy Google has:

Key items:

Google is using DoubleClick’s cookie information to enable frequency capping, click fraud, ad reports, research and data crunching and new services.