According to reports from WSJ late Monday, Google Inc. (Nasdaq: GOOG) is planning to unveil a new service that measures Internet usage utilizing data from Web servers exerting dominance in a field where they have been essentially absent.
Google, through this particular service has the potential to be a major competitive threat to what is now offered by Web-measurement firms, advertising executives say.
The new tool is intended to help advertisers find the best places to buy online ads by showing them the Web sites where their target audiences visit. The two main players in that business – comScore Inc. (Nasdad: SCOR) and Nielsen Online – gather data on Internet usage largely through panels or surveys, which critics say can be inconsistent and incomplete.
Google’s new offering will be based mostly on data from Web servers, which allows for a deeper and broader view of Internet usage. And unlike the services from Nielsen and comScore, Google’s will be offered to marketers for free, according to the ad executives who have been told about the service.