Google launches media planning tool with Ad Planner

July 3, 2008
by Stuart Thurstan

It is believed the new Ad Planner tool will gather information about websites from a range of sources, including its own search engine but also via third parties and consumer panels. Scepticism is racing across the blogs of the US digital media industry of course - such a tool must be neutral and not bias advertisers toward buying on Google properties or those that have Google ads, which is going to be a perceived bias in any case.

As the interface grab posted on Google’s official blog: http://www.adwords.blogspot.com shows the tool will make it easy to compile aggregated website statistics for a media plan. And Google hint at reaching sites previously ‘hard to find’ both ‘small and large’.

The hype so far makes Ad Planner sound very useful, although it won’t be a one stop shop for media planning when it launches in Europe and the UK – as with most early versions it is a limited. I would use it for research to maximise a plan or to help find those niche, relevant and ‘cost effective’ publisher sites.

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