...help make the ad marketplace more efficient:

The Web-audience data could be combined with the ad-serving system, so that advertisers would be able to find out whether they would reach the right audience before they committed to placing an ad.

In addition to AdPlanner Google will launch another tool that compares consumer response to ads against a control group of users who did not see the ad:

Separately, Google this week is expected to roll out a new tool aimed at showing how Web surfers respond to online ads. It will compare groups of people who are exposed to an ad with others who haven't seen it, taking into account such factors as search activity and site visitation.

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