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That’s true, except I’m pretty sure it’s not

Microsoft says display ads perform better than search ads. I’m fairly certain that the balance of power has shifted to the point where search ads have a higher click rate – and more to the point brings in a higher quality of user to the advertised site. But Microsoft needs to push this narrative to strengthen their own position, which is more heavily weighted to display than to search, where Google and then Yahoo dominate, though the latter also has more display power.


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