Google expands data targeting and profiling to provide “more brand lift and brand awareness” for ads

Google’s new “Ad Planner” is just one of a series of tools now emerging which are designed to more precisely track and target consumers for advertising campaigns. Microsoft’s “Engagement” initiative has similar roots. “The focus [of Google Ad Planner] is primarily on creating more brand lift and brand awareness [for advertsiers],” [Wayne Lin, business product manager at Google] told DMNews.” Here’s an excerpt from the article:

The tool lets advertisers match demographics and related searches for a particular site, or aggregate statistics for sites in the advertisers’ buying plan.

“This will expose many more sites that are much deeper into the Web,” Lin said. “It opens up data that wasn’t necessary visible before.”

Lin would not elaborate on specifics of how the data is pulled, but said that Google’s wide reach and powerful analytics would provide information on the long tail of the Web.

Author: jeff

Jeff Chester is executive director of the Center for Digital Democracy. A former journalist and filmmaker, Jeff's book on U.S. electronic media politics, entitled "Digital Destiny: New Media and the Future of Democracy" was published by The New Press in January 2007. He is now working on a new book about interactive advertising and the public interest.

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