Advertisers can now build media plans to reach audiences with interests relevant to their campaigns using DoubleClick Ad Planner. Audience interests represent the aggregate interests of visitors to any given website. “Now, top ten audience interests for each site are listed on profile page for each of the millions of sites profiled in Ad Planner – provides an important complement to demographic data. To date in Ad Planner, advertisers have used site categories, which describe the content of websites, as a proxy for audience interests. Audience interests in Ad Planner helps advertisers find a wider range of sites for their media plan without compromising their ability to reach the right audience. With “Search by audience” tab in Ad Planner, selecting “Pets” interest will reveal a list of sites interested in pets. While some of the sites will be about pets, many additional sites will be about other topics,” states Google.