Google Muscles Into Ad-Planning Territory
ADOTAS – Not satisfied with merely ruling the Internet and search engine advertising, Google has set its all-consuming eyes on the advertising industry as a whole. The titan will reportedly offer advertisers a free media planning tool called AdPlanner that it said will help them track down the audiences they want to target (official announcement due later today).
The move into interactive advertisers’ research and planning domain underlines Google’s new investment in and commitment to analytics and data management (just yesterday, the company unveiled Google Trends for Websites).
AdPlanner was created to help agencies locate desirable Web sites – it uses audience measurement and search engine data, along with research from third parties to precisely target desired demographics.
Established ad planning companies like Quantcast, comScore and Nielsen Online provide similar services.
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