Google launches initiative to help publishers optimize their data

Publishers have been pushing for access to Google user data insights. Photo: AP file

Google is opening up its ad serving technology to help publishers glean better insights about their business data. The "Insights Engine Project," a long-term, large-scale investment by Google, will help publishers export and analyze aggregate demographics, like gender and age, the same way publishers can access aggregate data on TV.

Why it matters: It's the first time Google is giving publishers aggregate insights about their audience off of their own platforms — something publishers have been hoping to access for years.