The "Scroogled" ads attacking Google for using private data for ad targeting are unusual in the tech world for being negative, but they're successfully hurting Google’s image and decreasing its favorability over Bing, according to Microsoft-commissioned data. The ads, which only briefly tout Bing search, are in their sixth iteration and have cost an estimated $10 million in ad spending. However, Ace Metrix says that comparison advertising proves more effective.

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