DoubleClick Ad Planner's Audience Measurement Methodologies Submitted for MRC Audit

Friday, April 16, 2010 | 9:57 AM

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The mission of DoubleClick Ad Planner, Google's free research and media planning tool formerly named Google Ad Planner, is to provide the deepest, most accurate insight into online audiences possible. This insight helps advertisers and agencies select the best sites for their media plans and drive results for their campaigns. In recent months, we've been investing significantly in better site data and new features for DoubleClick Ad Planner.

To further our commitment to provide reliable data in DoubleClick Ad Planner, we have submitted it for accreditation by the Media Rating Council (MRC), an advertising industry group that works to accredit audience measurement services that are valid, reliable, and effective. As part of the MRC audit, we're sharing more details about our data sources and methodology. Once complete, the MRC accreditation will provide independent confirmation that Ad Planner's methodologies, and the processes supporting this technology, adhere to industry standards.

As part of the MRC audit, we're sharing more details about our data sources and methodology. For our traffic measurement, Ad Planner uses a hybrid measurement methodology that combines direct-measured site traffic, through Google Analytics data that publishers have chosen to opt in to provide us, and sample aggregated data from Google products and services. We currently have over 10,000 sites that are contributing direct measured opt-in data to Ad Planner. Our sample data comes from a variety of sources including anonymized, aggregated Google Toolbar data from users who have opted in to enhanced features, opt-in anonymous Google Analytics data, opt-in external consumer panel data, and other third-party market research. All of this data is aggregated over millions of users and is powered by computer algorithms. The breadth and reliability of this aggregated data means that our traffic measurements are among the most accurate in the industry.

To learn more about Ad Planner's data, we invite you to read our recently updated methodology document. To start using Ad Planner, visit us at