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CES 2022
Jan 5-7, 2022

Microsoft: Hyper-Relevancy Limiting Advertising Performance?


Making meaningful and relevant connections with consumers hinges on deep understanding of the consumer intent behind each click. Microsoft Advertising and the Intent Lab, a research partnership between Performics and Northwestern University’s Medill School, undertook a new study to examine the impact of relevancy in search advertising. We’ll reveal results and insights from an online experiment with 2400 consumers that examined their likelihood to select an ad result based on their mindset and the ad experience (limited to a specific product vs. expanded beyond that product).

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