How Will Google Ad Planner Promote Network Inventory?

  |  June 24, 2008   |  Comments

In his presentation at the ARF Measurement conference yesterday, Wayne Lin, business product manager at Google, stuck mainly to what the company had already announced about Ad Planner, its new audience research and media planning product. Things got a little more interesting during the Q&A, when someone in the audience asked him how Google would promote sites in its own network

In his presentation at the ARF Measurement conference yesterday, Wayne Lin, business product manager at Google, stuck mainly to what the company had already announced about Ad Planner, its new audience research and media planning product.

Things got a little more interesting during the Q&A, when someone in the audience asked him how Google would promote sites in its own network. It was the first time Google has addressed its conflict of interest with the free tool. Lin said he believed the right approach is to follow the formula it used for organic versus paid listings in search.

"If we do benefit sites in our network, we should clearly label that," he said.

It's interesting to note he said the company "should," not that it "would," disclose properties its peddling. Keep an eye on this aspect of Ad Planner.

Designed for media planners, Ad Planner alllows its users to save their media plans or export them as a DoubleClick MediaVisor file. It uses the same data sources as the company's new Google Trends for Websites measurement play -- which is to say it pulls from search data, Google Analytics data, panel data and third party market research. (In retrospect, it was obvious what Google had in mind when it recently began asking Analytics users to specify whether their site data could be shared anonymously with its other apps.)

Lin said Google is now weighing whether to pursue Media Ratings Council accreditation, which would validate its measurement approach. One audience member called it "regrettable" that some firms had sought to create reliable audience estimates by fusing together different databases willy-nilly.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...