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Microsoft’s Atlas division announced plans to make Engagement ROI–the research product the company designed to help online advertisers better assign credit to various ad units and to blunt the credit search ads typically receive–available to all of its ad serving clients free of charge.
To get advertisers to try Engagement ROI, Microsoft has released some results from a beta test it’s been conducting with 24 test partners since last April. According to Young-Bean Song, senior director, Atlas Institute, those brands’ experiences confirm what many in the online ad world often suspect but cannot prove: that search ads on Google and other sites tend to receive more credit than they are due when brands evaluate return on investment using the common industry standard.
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