Google's Ad Planner no threat to Nielsen, ComScore

Media buyers and major publishers say that despite ComScore shareholders' worries, Google's Ad Planner, which provides Web metrics and demographic data to online advertisers, won't dislodge Web-traffic measurement leader ComScore or its rival Nielsen. “[Google needs] to add so many things, it’s not even a consideration at this point,” Mediasmith CEO David Smith told Mediaweek. “It’s absolutely not ready for prime time.” And publishers say Ad Planner won't provide advertisers a more accurate look at their inventories. “Their numbers are as bad or worse as anybody else’s out there,” CEO Jim Spanfeller said. So why bother? Google just wants advertisers to pay more attention to the sites it reps through its AdSense network.