For some time now it was expected Google, the largest ad server, would create a new service to try to be the largest ad measurer.
Today it has rolled out Google Ad Planner. It measures Internet use by largely drawing upon activity from servers, unlike the comScore and Nielsen Media measurement tools, which use panels to determine activity. Ad Planner will permit advertisers to enter their targeted audience and find sites most likely to match up with those targets.
The optimistic prospect for the service would marry it to Google's ad server to ideally place content in front of the right audience. Last week a more generic version of this traffic monitor was released.
Naturally it strikes fear in both the incumbents and the overall industry, which already has a fairly significant connection to Google and may not like the idea of further dependence. Until something more accurate comes along, though, advertisers are bound to want to spend more precisely.