-By Mike Shields

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.

Digital observers say that while Google Ad Planner does appear to shed more light on the audience gathering across the Internet’s long tail, the product lacks depth, and thus isn’t likely to lead to the demise of established players comScore or Nielsen Online any time soon. (Like Mediaweek, Nielsen Online is part of The Nielsen Co.) “It’s very hard to dislodge those businesses,” said Christopher Vollmer, partner and leader, U.S. Media and Entertainment, at the consulting firm Booz & Company.

That’s especially true if Google’s new product doesn’t provide the same level of detail and functionality as its would-be rivals in the Web metrics space. “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.”

Meanwhile, large-scale publishers say that Ad Planner’s site data (which has an unclear source) doesn’t  improve upon that of the existing panel-based services. “Their numbers are as bad or worse as anybody else’s out there,” offered Jim Spanfeller, CEO Forbes.com
Yet most agree the new product is built for small and mid-size sites—an area where Google thrives, given the scope of its AdSense network and its sheer volume of search data.

Even Nielsen execs acknowledge the possibilities Google could bring to Web measurement. “Perhaps there is some visibility they have,” said Susan Hickey, chief marketing officer Nielsen Online. “A panel-based service is still not going to get everything on its radar. [The long tail] is not typically our sweet spot.”

During a conference call held last week in response to Ad Planner’s launch, comScore president and CEO Magid Abraham made it clear he believes Google wants to use its long-tail expertise to lead buyers to spend more with smaller sites in its purview.

Michael Winter, media director for Agency.com, agreed that Google’s motivation was at least somewhat self-serving. “This could help expose you to sites [in Google’s network] that you weren’t aware of.” But even if Ad Planner does influence spending allocation, “the sites still need to perform,” he added.

Winter said he expected to start using Ad Planner as a quick reference tool, but doesn’t see his agency dumping any of its other research subscriptions. But smaller firms might. “Anybody who’s on the fence about spending that $50,000 will think twice,” predicted Jeremy Crane, director, online media and search at rival metrics firm Compete.

Hickey said that she’s seen no indication that agencies or publishers would start abandoning its services. “We do think our clients pay for a breadth and depth that is pretty unique,” she said. “That’s quite different from what Google offers.” But Hickey added the search giant’s heft in the marketplace can’t be ignored: “Google is Google.”