Google To Strip DoubleClick AdPlanner Of Significant Functionality

If you’ve been using DoubleClick AdPlanner to research anything other than sites on the Google Display Network, you’re about to be out of luck. Google this week has been sending out notices to AdPlanner users telling them of dramatic changes due to take effect September 5.

Folks in the digital marketing space have grown accustomed to using DoubleClick AdPlanner to research sites across the web (including their own), gathering information on everything from traffic, to household income, to demographics, to other sites frequented by the site’s visitors. The data may not have been exceptionally accurate, but the tool provided useful information, especially for sites too small to be measured by comScore.

Now, the tool will be renamed Google Display Network Ad Planner, and it will only provide information about sites (albeit 2 million of them) within the GDN. Surprisingly, one of the stats that will be eliminated entirely is Page Views, and there will be unspecified adjustments to Unique Users and Reach.

Additionally, even if a site is part of the GDN, users will no longer be able to retrieve some demographic information, such as household income and education, and they’ll no longer be able to see keywords searched for by the site’s audience, or videos also watched. Similar keyword data will still be available via Google Trends for Websites but not the demographic info.

A Google spokesperson said the company had previously contracted with a third party for its data, but now it will be using data it collects itself from the GDN — so some of the old information will no longer be available.

Google told users in an email: “We are constantly evaluating our products to make sure we are focusing our efforts on tools that create the most value for our customers.”

On the Publisher side, the Publisher Center will be eliminated. It had allowed Publishers to claim their own sites and list relevant ad placement availability. In an email to publishers, Google said, “we have found that the current beta does not fit existing market needs of our partners.” The company recommends publishers create ad units within AdSense, and allow advertisers to buy their placements on a site-specific basis.

Related Topics: Analytics | Channel: Search Marketing | Google: AdSense | Google: Display Advertising | Search Marketing | Top News

Sponsored


About The Author: is executive features editor of Marketing Land and Search Engine Land. She’s a well-respected authority on digital marketing, having reported on, written about and worked in digital media and marketing for more than 10 years. She is a previous managing editor of ClickZ and has worked on the other side of digital publishing, helping independent publishers monetize their sites in her work at Federated Media Publishing.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!