Google had added controls to help you choose the types of advertisements you see around the web. If you choose to activate these features, you allow Google to use all of the information gathered about you (from computers and devices you use with your Google Account) to tailor the ads you see on Google and around the web. If you do not mind having your information collected for targeted ads, opting into the new features gives you more control over what you do see.
The types of ads that will appear for you can be controlled by going to your account’s ad preferences page, which you can get to by clicking your account profile photo on the Google page, clicking My Account, signing in and then clicking Ads Settings. If none of these “new features” appeal to you, it is not mandatory to opt into them.