With the vast amount of publishers and opportunities in the online arena, the ability to utilize multiple planning sources helps create a well-crafted media buy. Today, Google announced the introduction of a tool called Ad Planner, which gives media planners the ability to find Web sites based upon demographic attributes. The Ad Planner user enters demographics and sites related to the desired audience, and Ad Planner then gives information about sites the audience is likely to visit. Another benefit of the tool is that it shows, in detail, how many people visit a particular Web site. This offering will be a nice complement to Alexa Web Search, which gives Traffic Rank, Reach, and Pageviews for Web sites. The new Google tool is expected to be free, and will available only by invitation for now.
Dan Murray, Manager, Emerging Media
