Google announced free media planning tool to help target audience as well do some audience measurement. Announcement should send a chill down the spine of Comscore and Nielsen, the two dominant players in the market. I like the proactive move from Google. I am not a big fan of panel based measurement, they are prone to errors and inaccuracies. I like the raw data for analysis. As we proved in our research for the book, there can be a wide disparity between “what users say” and “what users do.” I have presented the findings at various conferences and people have been surprised by it. The more you look at the actual data, the better understanding you will have about the audience. Panel-based measurement is like fuzzy math – leaves too much in doubt. In the wireless world, operators better take a look at the move and learn from it. Mobile is next.