In a bid to build a brand-advertising business, the search giant is using its vast trove of data culled from search queries and web traffic to measure the effectiveness of brand advertising.
The system, called Campaign Insights, has been in beta test in the past year with marketers like PayPal and Simplexity and beginning today, the company will start offering it to its bigger advertisers in the U.S. and U.K. Ultimately, like Google Analytics, Google will offer it to all of its display advertisers for free.
"Google's service is made possible by data generated by the millions of Google toolbars installed across the web, giving Google real-time insight into surfing behavior. That data is collected with information gleaned from the DoubleClick cookie, which is now deployed across Google's third-party display ad network."
Wonder why Google doesn't put Analytics data into the mix.
However, given how Google destroyed the CPC market I do not expect anything good coming from this in the long run. For publishers that is...advertisers may have a different view while taking publishers for a ride.