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Google has been up and about at making its way into the media planning side of business and to make it firm, will launch an ad-planning tool. According to a report in New York Times:

AdPlanner was designed to help agencies identify sites where their target audience might be active. While it uses audience measurement data, AdPlanner also combines it with search engine data and information from third parties, to determine with more precision what sites attract a certain demographic audience. It then uses that data to help agencies determine where to place ads.

The service is quite similar to the recently launched Google Trends for websites, the difference being that it allows media buyers to utilize Google’s servers along with third party demographic information on users across the website. All this is meant at targeting ad-inventory that is strictly relevant. Though there are still clouds over what amount of information will this provide (the Trends only shows limited information based on the user’s country of origin, major search items and sites visited).

With AdPlanner’s launch, Google gets into competition with to firms that already offer the same service; namely Nielsen Online and comScore. The only difference being that the two firms charge for offering these services, whereas Google does so for free.

The AdPlanner may very well integrate AdWords feature offering advertisers a chance to analyze data and then buy ads based on the information.

[via]