Google Ad Planner draws on wealth of data

I’m looking forward to checking out Google Ad Planner in detail. I have read the Introduction pages within the Google mega-site, and applied for access to the free beta product, especially designed for media managers.

Google Ad Planner

As you’d hope, Ad Planner allows you to plan campaigns by identifying the most relevant sites for a target market, providing demographic data and traffic statistics – as long as the sites are large enough to be included in the tool.

The Google site explains that:

Google Ad Planner combines information from a variety of sources, such as aggregated Google search data, opt-in anonymous Google Analytics data, opt-in external consumer panel data, and other third-party market research. The data is aggregated over millions of users and powered by computer algorithms; it doesn’t contain personally-identifiable information.

In addition, Google Ad Planner only shows results for sites that receive a significant amount of traffic, and enforces minimum thresholds for inclusion in the tool.

This, of course raises, the question, if your site falls below the threshold, will you be cut out of the media buying space and experience a significant fall in revenue share, particularly if Ad Planner is taken up as aggressively as Analytics has been?

For those concerned about how the Google Analytics data they chose to share is being used, Google says this:

Google Ad Planner uses Google Analytics data in a manner consistent with our firm commitment to user trust and privacy. Specifically:

  • Google Analytics doesn’t share individual, site-level information with Google Ad Planner.
  • Google Ad Planner gathers data from multiple sources. This data is then checked against anonymous, aggregate, industry benchmarking data within Google Analytics.
  • Google Ad Planner only uses anonymous Google Analytics data to calibrate category data and correct for under-reporting or over-reporting in certain verticals.
  • Google Analytics benchmarking data only comes from Google Analytics customers who’ve proactively chosen to share their data in an anonymous and aggregate form.

I have no doubt Ad Planner will be a highly popular product for media agencies and SME marketers. It will not be so popular with current providers of online analysis such as Nielsen Online, Hitwise and ComScore.

Update: Here’s an important note from Strategic Market Segmentation about the intended link between Ad Planner and the Ad Sense network:

Google Ad Planner May Make Ad Sense Profitable Again

Google Ad Planner will spread more of the growing Internet advertising income across more Web sites.

However, to earn your share, your Web site has to get 3000 visitors per month, and you have to be an Ad Sense site. If your site qualifies, you may start earning more Ad Sense revenue. In fact, I wouldn’t be surprised to see Google Ad Planner revolutionize Ad Sense.

You can read what other bloggers are saying about Google Ad Planner through these links:

Tribble Ad Agency


New York Times

Domain Tools Blog

And get the inside word from Google’s Analytics Evangelist, Avinash Kaushik at Occam’s Razor.


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