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Google Launches Ad Planner, ComScore Shudders

Posted on 6.23.2008
Google has officially launched Ad Planner, what promises to be a valuable tool for online marketers and publishers.

Enter demographics and sites associated with your audience and you'll receive a host of statistics and information about other sites that your audience is likely to visit - essentially giving you a window to see where you should be advertising your business and services. Once you identify those sites, you can get even more information and statistics about those sites.

Also with Ad Planner you can export information (media plans) to a .csv file or use DoubleClick's MediaVisor to manage your plans.

"The goal is to help advertisers and agencies understand their audience and give them the right tools to plan effective online campaigns at scale," Google spokesman Brandon McCormick said in an interview with BusinessWeek.

Would you pay higher advertising premiums for more targeted ads? According to a recent SEMPO study, a full 80% of you would.

ComScore can't be too happy. Their stock fell $4.75, or 17.2 percent, to $22.94 following the announcement.

Currently, Ad Planner is available by invitation only.
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