Google Introduces New Service for Ad Buyers

The New York Times reported today that Google is introducing a new service called Ad Planner designed to help media buyers determine websites that their target audiences are interested in. This service will place Google in direct competition with Nielsen Online, and comScore. Google is touting that their main benefit to users will be that it is free. The screen shot for Ad Planner can be found below. Shockwaves have already hit the market space with comScore reporting a drop in their stock price of 22.5% from $21.45 to $6.24. Both Nielsen Online, and comScore in response to the new Google Tool have released statements defining why their companies are still viable. From Nielsen Online, Susan Hickey, head of marketing made this statement about Google Ad Planner, ‘We haven’t seen, in-depth, the tool, but the breadth and depth of our data, we feel that clients pay for that.’ Gian M. Fulgoni, chairman at comScore response was to say ‘If I were a competitor of Google, the last thing I would want to do is use their products.’
While Google has stated that the main difference between their service and competition, is that Ad Planner will be free, there is another competitor, Quantcast, who is questioning the validity of the findings of the aforementioned companies. This new start up, as announced in AdAge, stated that they will be offering a tracking tool that has people-based traffic counts, a cross between panel-based data, and cookie based measurements. Nielsen Online, and comScore currently use panel data, and Google has stated that their information will come from multiple data feeds and licensed information from sources including Nielsen Online.