Google has this week launched into closed beta testing its new media planning and buying tool, to be know as Google Adplanner. The web based software enables media planners and buyers to build schedule’s for their clients using Google’s placement network. The functionality looks pretty neat with the ability to filter the sites based on demographic and geographic factors and the ability to see all the volume information currently available through the adwords interface. In itself the adplanner tool is only useful for the placement network and so has limited use to the every day media planner. But you have to assume that somewhere along the line this functionality will be rolled out across non google sites, and if incorporated with double click adserving technology, will transform Google into an adserving and media planning provider. One to look out for as Google tries to strengthen its grip on non search related markets.
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