Microsoft recently announced that health insurers will be able to use its vertical-specific advertising, which is present exclusively available to a limited number of companies. The opportunity was previously only open to travel, automotive, and credit card companies, but it has now been expanded to health insurance companies, according to the announcement. Microsoft Advertising has added health insurance advertising to Bing Search as a new ad format. Microsoft claims that this new format has resulted in a 4X increase in return on ad spend (ROAS) and lower cost per acquisition for marketers (CPAs).