ComScore (SCOR) is making a case against Google (GOOG) that will no doubt get traction among cash-starved Web publishers: the search giant's new AdPlanner measurement tool consistently undercounts Web traffic. In other words: Google is going to take your precious advertising dollars from you. Don't work with them!

Google introduced AdPlanner, a free analytics tool for agencies and media planners aimed squarely at comScore's costly "Plan Metrix" service in June. Since then, comScore has been on a mission to discredit the service using two arguments:

• Google is way too conflicted here. They're a publisher, and an ad network. You can't trust them.
• Google's data sucks, anyway.
  

comScore chair Gian Fulgoni tries to make both points to Federated Media CEO John Battelle: He shows him data that suggests Google is undercounting unique visitors by a third, and that it is showing a bias toward sites that carry Google-placed advertising. Via Battelle's blog:

Comscore-Google Uv Graph 2: Paste this image in your site, Myspace, Facebook, Ebay copy this code...

<a href="http://www.weeklybits.com/comscore-3a-don-27t-let-google-27s-adplanner-take-ad-dollars-from-you_article_8_18026.html"><img src="http://battellemedia.com/images/comScore-Google%20UV%20Graph%202-tm.jpg?ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2" border="0" alt="Comscore-Google Uv Graph 2 en Tech WeBlogs WEEKLYBITS.COM"></a>

Google-Delivered Ads Graph: Paste this image in your site, Myspace, Facebook, Ebay copy this code...

<a href="http://www.weeklybits.com/comscore-3a-don-27t-let-google-27s-adplanner-take-ad-dollars-from-you_article_8_18026.html"><img src="http://battellemedia.com/images/Google-Delivered%20Ads%20Graph-tm.jpg?ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2&ctxt=wwwr1.1.5.2" border="0" alt="Google-Delivered Ads Graph en Tech WeBlogs WEEKLYBITS.COM"></a>

See Also:
ComScore: Google's AdPlanner Having "No Impact" On Our Business
ComScore To Google: Go Ahead, Make My Day
Revealed! Google's Secret AdPlanner
Google Moves In On comScore, Nielsen - Again