Just Like Global Warming, Google’s New Ad Planner is Not a Real Threat Either…Not!

Tuesday, June 24th, 2008 by Andy Beal

Just Like Global Warming, Google’s New Ad Planner is Not a Real Threat Either…Not!

I wonder how many people in the interactive advertising industry are feeling suckered by Google this morning.

For the past few years, Google has continually downplayed its threat to ad agencies and marketing technology companies. “We’re not a threat, we just want to help,” tends to be the main theme.

Meanwhile, Google continues to gradually creep forward with its encroachment. Like the rising seas, its advancement is often unnoticed until, all of a sudden, we’re ten feet under water.

OK, the headline. I’ve not forgotten the point of this post. Google today announced Google Ad Planner, a free research tool that will help “connect advertisers with publishers.”

When using Google Ad Planner, simply enter demographics and sites associated with your target audience, and the tool will return information about sites (both on and off the Google content network) that your audience is likely to visit. You can drill down further to get more detail like demographics and related searches for a particular site, or you can get aggregate statistics for the sites you’ve added to your media plan.

First, let me make it clear. I think this is a pretty cool and useful tool, and I can’t wait to get my hands on it. However, how many existing companies do you think will be hurt by such a powerful–and free–tool that, if not cutting out the ad middle man, certainly undermines the offerings of companies such as comScore, Nielsen Online and Quantcast?

My last observation here. How smart of Google to announce Google Trends for Web Sites last week, ahead of this announcement? The two are clearly using the same database of information. However, with the Google Trends announcement, we all applauded the usefulness of the free tool. Little did we know that Google was simply buttering us up for its evil real plan–take over the world of ad measurement and planning.

BTW, ignore that wet sensation you feel behind your ears. Just like the seas are not really rising, Google’s not really a threat either.

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9 comments on “Just Like Global Warming, Google’s New Ad Planner is Not a Real Threat Either…Not!”

Scott Says:

June 24th, 2008 at 11:15 am

This is a very big announcement as there are many ad serving brokers scrambling. I think this stinks as Google is hurting an industry that has served them well in the past — the Ad Planner page turns around and promotes DoubleClick’s “MediaVisor”. Wonder how much the supposed $200M valuation of Federated Media is decreasing as we speak as well as other ad-serving networks?
Top Rated Says:

June 24th, 2008 at 2:51 pm

As much as I resent Googles heavy handed tactics, I continue to be equally impressed with the blistering pace of innovating new products. While it may be a free product for advertisers, you can be sure it will pad Googles bottom line in the long run.

Top Rated’s last blog post..Absolutely The Best Point And Shoot Digital Camera
Douglas Karr Says:

June 24th, 2008 at 4:47 pm

I thought they were calling it ‘Global Climate Change’ now since some places aren’t warming up.

Douglas Karr’s last blog post..Update on Cisco I-Prize Finals
Raj Krishnaswamy Says:

June 24th, 2008 at 8:02 pm

Pretty impressive tool, I’d say.
Media News And Views » Google’s Free AdPlanner App Will Challenge comScore, Nielsen, Quantcast Says:

June 25th, 2008 at 7:44 am

[...] No More of a Threat Than Global Warming (Not!). Marketing Pilgrim [...]
Arthur Freydin Says:

June 25th, 2008 at 11:47 am

Andy,

Funny that you should mention Ad Planner’s relation to ad agencies. Assuming that you have access to Ad Planner, try to export a media plan that you’ve created and look at what options Google presents you with. Among the obligatory CSV export, you will find another CSV format called “MediaVisor CSV” which is a DoubleClick product meant to handle media planning.
I wonder how Google is going to spin this off. Looks like they’ve begun slightly integrating its new offerings with DoubleClick.

Arthur Freydin’s last blog post..Google Ad Planner Complete Walkthrough
DeeMX Says:

June 26th, 2008 at 2:41 am

Great tool, but it for advertise professionals only.
Tiffany Says:

June 26th, 2008 at 4:05 am

I’m so impressd with this new tool. I hate to say this but most Google’s stuff is pretty useful for me.
Chris Says:

July 21st, 2008 at 11:17 am

Good one! I really like this.

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