The new tool, dubbed Ad Planner is dedicated to agencies and companies that want to choose the sites where they will post their ads in an efficient way, and was announced by Google on Tuesday.

AdPlanner will allow marketers all over the world to enter the name of a site where their add campaigns previously had good results and the demographics of the people they want to reach and Google’s latest tool will offer a list of sites that are similar with the one specified by the company and that are viewed by the audience the company wants. This way, companies will now precisely which are the places that are most likely to bring the best revenues from the ads that would be placed on them.

The service is similar to the ones that are offered by research companies such as Nielsen Online, comScore, Quantacast and Hitwise, but one of the differences that exist between Google’s and the competition’s is the fact that AdPlanner comes free of charge – at least so far. This has been one of the main reasons for which some specialists have shown concerns over the fate of Google’s competition in this market.

Another thing that should scare Nielsen and other similar companies is the fact that Google seems to have a more efficient way of measuring the audiences of websites, since it has more access to information that can be found at the server level.

The move could raise concerns over the fact that Google is the leader of the online advertising sites, and becoming the leader of website analytics, it might suggest companies to place their ads on its pages, even though there could be other sites better suited for this. However, Google’s policy so far of leading a correct business has never failed before and it seems unlikely for the company to change it.