Earlier this week, Google announced a new service it’s beta testing called Google Ad Planner. According to Google its Ad Planner service will help media professionals to “search for websites relevant to your target audience, access unique users, page views, and other data for millions of websites from over 40 countries.”

Essentially, it’s going to give advertisers access to data so they can locate their target audience better. Right not the service is by invitation only but it is free. That could open the door smaller advertising agencies who can’t afford the pricey subscriptions to this data through other services.

Not everyone is happy about it. According to an emarketer article, “some experts wonder if Google’s Ad Planner service may be a conflict of interest. Will advertisers trust data from a source that sells them online advertising.”

Of course the only way to decide if Google Ad Planner works and that is to give it a try. Internet metrics don’t lie. If the service truly does help advertisers find their target audience, they’ll see an increase in sales, leads, or both from information supplied and Ad Planner will become another Google hit. If not, it will probably go the way of Google Video. (Anyone remember that service?)