Rob Berrisford.com

Google will tomorrow launch Adplanner, which looks like it could be its own version of Hitwise.

This is what was said about adplanner:

“AdPlanner, was designed to help agencies identify sites where their target audience might be active. While it uses audience measurement data, AdPlanner also combines it with search engine data and information from third parties, to determine with more precision what sites attract a certain demographic audience. It then uses that data to help agencies determine where to place ads.”

This, if you read between the lines, is exactly what Hitwise does, though it is not clear what level of detail Adplanner will give you.

Hitwise is a great tool, giving loads of details on things like click stream, competitor analysis and search terms. But if adplanner can do half of what Hitwise does for free, compared to the up to £60K Hitwise will charge you, times could prove difficult for the company moving forward.

Hitwise has always been good for search and as a benchmarking tool, where as Adplanner (as the name would suggest) has been built for CPM planners, so we will have to see if the data can be manipulated in the same way

I have applied for an adplanner account for when it goes live tomorrow, so will report back if and when I have had a play.

edit: after some digging i have found a screen shot of the new system here

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