Startup Chatter by Donna Bogatin

Google may have ponied up the big sponsorship bucks to secure back-to-back product spiel “keynotes” at The Advertising Research Foundation Audience Measurement conference underway in New York City, but the pre-paid “Platinum” access to hundreds of research execs representing advertising agencies, media buying firms and marketers has not guaranteed Google an eager audience welcome.

The TechCrunch New York rep didn’t show up for the (real world) Google Ad Planner introduction: I did, here is my report.   

Google Product Manager Wayne Lin put on a standard Google product sales pitch cum conference participation to close today’s session: Full of Googley sound and fury, but signifying nothing.

Lin proudly declared Google has solved the search “advertising value chain”–Planning, Buying, Serving, Measuring–and now is determined to “do in display” what Google  ”has done” with AdWords: DoubleClick to the online media domination rescue.  

The in-person Google product “unveiling” to high-ticket paying industry executive attendees, however, offered no meaningful information on the hows and whys of Google Ad Planner, beyond what is already publicly available at the non-informative online Google sales pitch used to “launch” the (not so) comScore and Nielsen killer.

The audience nevertheless refused to take the Google sales person at face value demanding to know what data sources are behind the Google tool and if Google would succumb to audit by the Media Ratings Council.

Lin refused to answer either audience query directly: He did, however, inadvertently “reveal” that the supposed Nielsen killer-app actually uses Nielsen data, when he gave the thumbs up to a Nielsen rep in the audience before commencing his remarks.

I asked Lin if Google Ad Planner competes against comScore and Neilsen: NO, the services are complementary, he told me, because the long standing measurement firms successfully fulfill in-depth research needs.

One Google “Platinum” sales “keynote” pitch down, one to go: Tomorrow, Google TV Ads “shares” with the advertising research world its self-declared (and ARF endorsed) “game-changing” foray.

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