Sneak peak at Google Ad Planner

Last week I discussed how Google was preparing to announce the release of it's new Ad Planner tool.

It's now available in beta with selected Google customers and an Ad Planner sneak peak is available online, with an image of the interface which demonstrates how the tool can segment site reach by demographics including gender, age, education, location and income.

The tool enables marketers and PR professionals to get a clearer picture of the demographics of different websites to aid them in effective communications and advertising targeting.

It also enables effective planning of online media buys, either through setting reach goals or media mix.

Does this remove the need for media buyers?

Certainly not yet - however I believe Google is gradually disintermediating this group as it moves further into television, radio and print advertising alongside its online search cash cow.