Google Offers Ad Planner To Pick Locations for Online Ads

hGoogle is offering a new tool, Google Ad Planner, to help media buyers decide where to place online ads. The tool to reach target audiences is free and caused the stock of market researcher comScore to drop. While Ad Planner and Google's Trends for Web Sites provide information on competitors, they don't reveal information on Google itself.

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Google has introduced Google Ad Planner to help media buyers determine the best Web sites to place their ads.

The new tool was announced Tuesday on Google's AdWords blog, which noted that "planning an online display buy can be challenging, particularly in scaling your campaign's reach while keeping it relevant for your target audience." Ad Planner is designed to connect advertisers and publishers, wrote Google's Emel Mutlu.

By entering demographics and Web sites related to a target audience in Ad Planner, a user can get information about sites that audience is likely to view. Advertisers can then "drill down further to get more detail like demographics and related searches for a particular site," Mutlu wrote.

The news about the free tool caused the stock of Internet market researcher comScore to drop. The company tracks online behavior to provide marketing data Relevant Products/Services and services to large businesses. Nielsen Online, Hitwise and Quantcast also provide similar services.

Data from Ad Planner can be exported to spreadsheets for analysis or to Google's DoubleClick MediaVisor tool for managing ad campaigns. Currently the tool is available by invitation only.

Last week, Google introduced Trends for Web Sites, a similar service to provide insights into a Web site's traffic. Part of the Google Trends service, the tool lets users find traffic, search and geographic visitation data.

However, Web postings have noted that both Trends for Web Sites and Ad Planner do not provide information about Google's own sites. But they provide lots of information about traffic to competitors like Yahoo and Microsoft Relevant Products/Services.

Posted by Lijo George 1:19 PM 0 comments  

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