MOUNTAIN VIEW, California: Google has taken the wraps off its latest ecommerce measurement tool that helps media planners identify the best websites to most effectively reach their target audience.

The Google Ad Planner is a free download that will allow an agency to enter into the system the demographics and sites associated with the consumers it wants to reach.

The service, which is in a private test phase, will then come back with information about which sites the audience is likely to visit, easing the creation of an appropriate media plan.

It comes on the heels of another new product launched last week, Google Trends for Websites, which measures the popularity of specific sites and where the traffic comes from, among other data.

Google Ads Planner is aimed squarely at the online tracking territory currently occupied by Nielsen and comScore, whose share price dropped 22% on Google's announcement.

Data sourced from; additional content by WARC staff