Google said that the more information advertisers have about audiences for their ads, the easier it is to target expenditure and generate better returns, benefiting both Google and the advertisers.
Other competitors in this market include comScore and Nielsen Media, which collect data in a different way to the new Google tool.
Google will collect data from web servers to provide insights into consumer behaviour online, while companies such as comScore and Nielsen Media gather information from sources that include surveys and customer panels.
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