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The ad planning service companies like comScore and Nielsen Online now offer for a fee, is going to be offered by Google for free.

Online advertisers need to know where on the web their public is surfing. That’s why analytics companies who are able to link certain demographics to the particular websites they are visiting currently are making money telling the advertisers exactly that. For this the companies need as much analytics data as possible about as many sites as possible.

Analytics data is something Google definitely has enough of, since Google’s network and user base is by far the biggest on the net. By acquiring Doubleclick in march 2008 they also became able to couple the demographic data collected by that company with their own databases of online behaviour.

The Ad Planner should be able to help advertisers find the right site for their messages. After entering the target demographics or sites that are related to their ideal audience, Ad Planner will return a list of sites that attract the desired public, as well as traffic information about those sites. Interesting to know is that the planner will return results both on and off the Google network.

ComScore and Nielsen’s data may still be more sophisticated, taking into account more parameters than Google’s Ad Planner does. Other quality factors can be attributed to websites besides merely traffic and clicks too. Using also reviews and user feedback to ensure advertisers their messages will only appear on appropriate sites, competitors in the web measurement business already claim the better quality of their proposed websites remains significant.

Link : Google Ad Planner

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