Google has unveiled a new tool aimed at easing the process of buying online display ads.

Its Ad Planner application is currently available only on an invitation basis and helps media planners to choose the sites most likely to be visited by members of their target audience when organising internet marketing strategies.

Planners can submit data such as user demographics and associated websites and receive information on other sites linked to their target audience in return.

Detailed information such as aggregate statistics are also available, while information can be exported to spreadsheets and the DoubleClick MediaVisor tool.

"We hope you’ll find this tool useful and discover many relevant sites – small and large – that would otherwise be hard to find," said Google’s Emel Mutlu, writing on the Inside AdWords blog.

The news follows the launch of Google Trends for Websites earlier this month, an application that allows any web user to look at site visitation data for individual sites for free and compare figures across different websites and regions.

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