ComScore (SCOR) is making a case against Google (GOOG) that will no doubt get traction among cash-starved Web publishers: the search giant’s new AdPlanner measurement tool consistently undercounts Web traffic. In other words: Google is going to take your precious advertising dollars from you. Don’t work with them!
Google introduced AdPlanner, a free analytics tool for agencies and media planners aimed squarely at comScore’s costly “Plan Metrix” service in June. Since then, comScore has been on a mission to discredit the service using two arguments:
- Google is way too conflicted here. They’re a publisher, and an ad network. You can’t trust them.
- Google’s data sucks, anyway.
comScore chair Gian Fulgoni tries to make both points to Federated Media CEO John Battelle: He shows him data that suggests Google is undercounting unique visitors by a third, and that it is showing a bias toward sites that carry Google-placed advertising. Via Battelle’s blog:
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