Google renames Adplanner and opens up methodology
In a recent move by Google they have made a few key changes to their Adplanner product.
1) Renamed it from Google AdPlanner to DoubleClick Adplanner - this sees them leveraging the DoubleClick brand as the enterprise level planning product and also indirectly positioning the relevance and importance of it to media planners and agencies who are there primary target audience for this product. A change which may not seem much on the face of it will surely be one to watch as the product evolves.
2) Opened up their methodology. They have applied for accreditation by the Media Rating Council (MRC), an independent advertising industry group that works to accredit audience measurement services that are valid, reliable, and effective. As part of the MRC audit, they will be sharing more details about their data sources and methodology. The MRC accreditation will provide independent confirmation that Ad Planner's methodologies, and the processes supporting this technology, adhere to industry standards. Since its launch the Adplanner methodology has been criticised for the lack of transparency and information on how the numbers come together. This move is an initiative from Google that they are keen for Adplanner to be a serious player for audience research and measurement and want media planners and agency to take them seriously. Read the Adplanners methodology document
This is what Google says:
"Ad Planner uses a hybrid measurement methodology that combines direct-measured site traffic, through Google Analytics data that publishers have chosen to opt in to provide us, and sample aggregated data from Google products and services. We currently have over 10,000 sites that are contributing direct measured opt-in data to Ad Planner. Our sample data comes from a variety of sources including anonymized, aggregated Google Toolbar data from users who have opted in to enhanced features, opt-in anonymous Google Analytics data, opt-in external consumer panel data, and other third-party market research. All of this data is aggregated over millions of users and is powered by computer algorithms. The breadth and reliability of this aggregated data means that our traffic measurements are among the most accurate in the industry."
We will see future significant additions and integration with DoubleClick. Given the scale of their data its not out of the question that the Adplanner data could well become the dominant online consumer metric that is used in the future. Any bets?
