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Summary:

At least initially, Google’s (NSDQ: GOOG) free audience measurement aid, AdPlanner, isn’t likely to represent much of a threat to establishe…

imageAt least initially, Google’s (NSDQ: GOOG) free audience measurement aid, AdPlanner, isn’t likely to represent much of a threat to established services offered by comScore (NSDQ: SCOR) and Nielsen. Several ad agency execs offer their first takes to Mediaweek, and say they find Google AdPlanner sorely lacking. AdPlanner’s promise is based on being able to better target online ads through a combination of audience measurement numbers, search engine data and information from third parties.

Not ready for prime time: In his review of Google’s latest tool, David Smith, CEO, Mediasmith, finds that the product’s demographic data isn’t particularly insightful and it doesn’t even have a reach/frequency function. Smith:

  1. Low end disruptor….perfect for the small guy at first but will eventually dispalce today's solution

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