After taking several days to digest the news, the digital media world has reached the conclusion that the launch of Google’s new media planning product isn’t likely to bring upheaval to the Web metrics business. And it probably doesn’t represent the feared first step towards total advertising—and ultimately world—domination by the search giant either…..
“They need to add so many things, it’s not even a consideration at this point,” said David Smith, CEO, Mediasmith, who pointed out that Ad Planner lacks deep demographic data and a reach/frequency function. “It’s absolutely not ready for prime time.”
True for now, but don’t get comfy thinking that version 1 of this product is going to be the last version…knowing David, I bet he’s watching this pretty closely.
Update: Yep, David sure is paying attention, here’s his story on Ad Planner in today’s Mediapost.