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Alongside all the announcements of new user features for Google Plus, the latest big news out of the Google camp is for advertisers. The +1 button is coming to Google Display Network ads, hinting at the first monetization channel for the social network and enabling Google users to personalize their ad experiences. Google has shown +1 buttons on search ads since the button's launch in March.

Ads now join other Google content as part of the company's personalization efforts with Plus. "A single +1 applies to the same content across the web, no matter where it appears," the announcement says, meaning that clicking +1 on an ad, a search result, or a Web page has the same effect on one's interest graph. The +1 button will start appearing on AdSense for Mobile Content text and image ads by early October. Users who don't want their personal +1 data to be used in ads will be able to opt out in their personalization preferences, even before the ad features go live next month.

After opening Google Plus to the public this morning with nine new features, including mobile video chat, Google has even more in store for mobile users. It just announced the death of Huddle, now reborn as Messenger, and threw in photo sharing for good measure. Messenger is available for Android and mobile Web users and will be on iOS "soon." Probably not coincidentally, Google Plus group messaging now has the same name as Facebook's Messenger app.

Mobile Plus users also get SMS support for posting, notifications, and group messages. Support for +mentions on the mobile apps has been improved (read: it works now). Users on iOS can now +1 comments straight from the stream (Android support coming soon). Finally, mobile users can now change profile photos and customize notifications.

Google Plus got a bunch of new features today, many of them involving Hangouts, the video chat feature. This is not the only social network with video chat in town, but Hangouts always had some stand-out features. First of all, they can be public, so anyone can see one in their stream and join in, which is a very honest interpretation of the word "social." They also support two-way chat for up to 10 people, which can be chaotic, but often in a fun way.

Today's update brought Hangouts to mobile devices, and it added "On Air" mode to allow users to broadcast to the public (once On Air opens to everyone, that is). All these features sound like fun. But the killer app on Google Plus is more about work than play. Google Docs is now available live over Hangouts, making live, face-to-face collaboration possible on the Web for free.

Just ahead of Facebook's f8 Conference, Google has announced nine new features for Google Plus, and there are some doozies. First of all, the social network is now open to the public. No sign-up required. Just go to google.com/+ and join the party. (New to Google Plus? Here's how to use it.) For the past 12 weeks, the network has been in "field trial" mode, but Senior Vice President of Engineering Vic Gundotra says that it is now "ready to move from field trial to beta." Open sign-ups is touted as the 100th feature of Google Plus.

Hangouts - the video chat feature - have come to mobile, currently supporting Android 2.3+ devices, and iOS support is "coming soon." Hangouts also now have an "On Air" feature, which allows any Google Plus user to tune in and watch. Furthermore, Hangouts now offer screensharing, a shared sketchpad, and names for Hangouts. But perhaps the killer app is Google Docs in Hangouts, which will open up the possibility of live collaborative work (especially once Google Apps accounts get access).