Posted on June 24, 2008
In a move designed to improve the lives of media planners at interactive agencies, Google announced the launch of Ad Planner.
Ad Planner is a research tool for media planning that according to Google, “connects advertisers and publishers.” Created for agency media planners responsible for placing clients’ ads, Ad Planner allows users to simply enter demographic and other information about their target audience.
Ad Planner then returns a list of websites that this audience is likely to visit. Ad Planner users can then drill down into the results, looking at information about individual sites.
While this announcement made headlines in the industry, it’s earth-shattering news for online media buyers and ad planners, who now have help in determining the range of any campaign’s reach while always maintaining that essential sense of relevancy. What’s more, Google Ad Planner creates media plans and exports them to a .csv file or DoubleClick’s MediaVisor, a program that assists in media planning, buying, and campaign management.
While Ad Planner is currently free, it’s still by invitation only, so you’ll have to apply if you want to test it out for yourself. Still curious? View the screenshot Google provided of the Ad Planner user interface.