Google to Launch Media AdPlanner.
Continuing its inroads in the media planning side of the business, Google (nasdaq: GOOG - news - people ) will launch an ad planning tool for agencies and marketers tomorrow called AdPlanner.
According to NYT, “AdPlanner, was designed to help agencies identify sites where their target audience might be active. While it uses audience measurement data, AdPlanner also combines it with search engine data and information from third parties, to determine with more precision what sites attract a certain demographic audience. It then uses that data to help agencies determine where to place ads.”
The tool is expected to be free, at least for now, the story says. This service is intended to be in competition with the ones offered by traditional online measurement firms such as comScore (nasdaq: SCOR - news - people ), Nielsen Online and Quantcast.
What is Media Planner?
Media planner is a measurement. The measurement accounts site visitor demographics such as age, approximate income, gender, interests and other personal traits. Media planner tools combine this information into statistics data and help advertisers target correct audiences. For example: company selling stock market software will not receive many sales from advertising to teenagers on a networking website. It’s better off to advertise to older audience. Media planner tools help advertisers determine audience of a group of website or single website.
Current leaders in this field:
Google with terabytes of internet data is a formidable opponent. It has more data than any other internet company and it’s AdPlanner is destined to succeed.
