PRO Media Blog

Google launched AdPlanner today. Its a research and media planning tool that connects advertisers and publishers. It helps advertisers identify the publishers who serve in the keywords category & a preferred demography.

The tool allows you to aggregate statistical information as well as analyze them by drilling down into the data. Being from Google, AdPlanner can be easily integrated with MediaVisor , the analytical tool from Google’s subsidiary DoubleClick.

According to the release information, Google says that AdPlanner is designed for use by media planners. It can be used to collect data for selected websites / blogs under the media planner’s radar.

Here is the detailed press release on Google AdPlanner . However, being in beta, Google is accepting only selected applications to try out Google AdPlanner. You could read in details on the Ad Media Planner from the Google help site .

The Google media planner is a free tool *. Since it will exploit the Google search database when selecting probably matches between advertisers & prospective publishers, it will give ad agencies better information on finding out niche publishers big or small. But being free, it adds a new dimension to this data mining industry.

Google with its Ad Planner, will compete directly with Nielsen, Comscore, Quantcast, Hitwise and Compete in the Web Measurement Market segment. All these companies provide data mining, aggregation, analysis & representation tools for web & internet analysts & online media planners & ad agencies. But all these companies had so long charged either for the tool, data or the analysis. This report from Associated Press reports drop in comScore’s share price after Google announced its launch of Adplanner.

However, Google appears to be positioning Ad Planner as better suited to reporting the audience for smaller, long-tail sites whose audience data may not be as well captured by panel-based services offered by comScore and Nielsen.

Google’s reputation for innovation and data management may make Ad Planner an attractive alternative for buyers. At the same time, Google’s expanding footprint in the online media could scare advertisers & media agencies from sharing even more information on their client’s financial plans on ad spendings.

More interesting news:

1. The Adplanner was first reported on New York Times - here .

2. Yahoo! News reporting Google AdPlanner launch - here .

3. Report from Adweek (Nielsen Online owned by Adweek) - here .

4. * Report from Forbes - here . This report however says " The tool is expected to be free, at least for now, the story says."

Find more Blogging & Internet Money Making Tips posts in: Advertising, Google, Google AdPlanner, Internet, Media Giants, Publishing

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