Microsoft Ads is rolling out a new requirement for advertisers using its Universal Event Tracking (UET) tag in Europe. This change focuses on getting user consent before tracking.
What's Changing
Consent Enforcement: Microsoft is now requiring advertisers to get and send user consent information before tracking.
Affected Areas:
- Currently: European Economic Area (EEA)
- Soon: Switzerland and the United Kingdom
Universal Event Tracking (UET): This change affects UET tags, which are crucial for Microsoft Advertising Platform (MAP).
Consequences: Without proper consent signals, some UET features won't work. This could seriously affect how advertisers track conversions and make money from ads.
Estimated KPIs: Campaign reports will show estimated conversion numbers for all regions, starting with Germany and the Netherlands.
What Advertisers Need to Do
Get User Consent: Use a consent management platform that follows the IAB Transparency and Consent Framework (TCF).
Update UET Tags: Make sure UET tags send consent information through specific URL parameters.
Check Documentation: Microsoft has provided detailed guides on how to implement these changes:
Alternative Option: If not using TCF, Microsoft will accept a simple yes/no consent signal.
Microsoft has provided documentation to help advertisers make these changes. They acknowledge this might be challenging but say it's necessary to follow data protection laws.
For advertisers operating in Europe, it's important to review Microsoft's guidelines and update tracking methods to comply with these new requirements. Below is the email was sent to advertisers:
