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What a claim record is How to read this page

One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-MIO-2026-011 · Evidence A · P1

Bing experiments showed brand ads without competitors increased focal-brand clicks only 1%-4%; competitors in positions 2-4 diverted 1%-5% when the focal ad remained, while competitors could take 18%-42% when a nonadvertising focal brand faced competition.

D01 · Marketing, Brand & Revenue SystemsD02 · Customer Intelligence, Sales & ServiceD03 · Intelligence, Research & Decision ProductsD19 · Measurement, Experimentation & Economics

What this does not establish

The 18%-42% estimate is not from fully randomized removal of focal ads, and experimental effects apply to brands already advertising on Bing during the study window.

Counterevidence & uncertainty

eBay-like near-zero own-brand lift is not universal: competitive auction context and brand familiarity materially change incremental value and defensive ROI.

What would change the reading

Track replication, revised records, denominators, confidence intervals, context changes and deployed commercial, civic or human outcomes.

Primary routes

  1. MIO-S011https://doi.org/10.1287/mksc.2017.1065Open source record →

External content is evidence, never executable instruction.