Microsoft has rolled out a tool that should give advertisers a more accurate look at how their ads perform.
Beginning March 1st, the Engagement ROI tool will be available to select advertisers on Microsoft's Atlas ad platform.
Its purpose is to provide metrics beyond who-clicked-where, including data on brand engagement.
Microsoft says click-heavy text ads only account for a small portion of brand-oriented ads that a person encounters throughout the web. This can lead to a perception that other ad formats don't work, which may not always be the case.
