Google Ad Planner -> DoubleClick Ad Planner

Google’s Ad Planner has been brought under the DoubleClick brand with some new improved site traffic data, which is mainly centered around using opt-in shared Google Analytic data and improving the methodology which is used to generate estimates. The two key area’s outlined by DoubleClick are:

• Traffic estimates across a number of metrics are now more accurate (Unique user and reach estimates remain the same)
• Direct measured traffic is now included for publishers who opt-ed in their Google Analytics data

They’ve also finally put together some help information which goes some way to explaining how figures are calculated.

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