Following the announcement last week of “Google Trends for Websites” we are introduced to a new product, Google Ad Planner. Both tools use similar Google technology, Trends for Websites allows you to monitor traffic volume on a site by site basis. Also, Trends allows you to examine similar sites visited by users of the tracked site. Simple information such as this can be used in a multitude of ways, from demographic information, Traffic volume and competitive research.

Advertisers, agencies and researchers have been waiting for this type of move from Google, as it signifies a willingness to release a portion of their data to the public. So, this week in a not so surprising fashion, a new tool for advertisers on the Adwords platform was released. This tool “Google Ad Planner” gives advertisers access to a wider scope of data, including specific site demographic information and similar sites visited by users within that demographic. The data encompassing both new tools is essentially the same and connected, according to Google Adwords Blog:

“While Google Trends for Websites, announced last week, is designed for all users, Google Ad Planner is designed with media planners in mind.”

Google Ad Planner is tied specifically to the Google Content Network. It has been increasingly difficult to sell content ads lately due to poor performance. This undoubtedly, is a big reason why the specified information is being released. The release will also certainly irk MSN and their demographic rich advertising platform. Of course it remains to be seen if advertising revenue for the content network will increase, or if advertisers and site administrators will just use this information apart from any paid media implications.

The demographic and site matching tools should, at the least, give advertisers another reason to take a look at the content network. And, even if your sites conversion goals cannot be achieved, the ability to target your users on a micro level across multiple sites is no doubt, a great branding strategy.