Microsoft Advertising has introduced several updates in December, including household attribution on Microsoft Invest, which allows advertisers to gain deeper insights into audience engagement across multiple devices connected to the same IP address. This feature enables tracking of conversions across devices within a household, improving campaign measurement and performance.
To comply with regulations in the EEA, UK, and Switzerland, advertisers must implement Consent Mode for UET, allowing Microsoft to adjust tag behavior based on user consent status. Several methods are available for sending consent signals, including the Transparency and Consent Framework v2.0 and support for Usercentrics Cookiebot CMP and Web CMP.
Additionally, Microsoft is pausing two features due to data quality issues: Store Visits for Microsoft Advertising (powered by FourSquare) and footfall measurement (powered by AdSquare). Historical data will remain accessible, but these features will not impact automated bidding.
To enhance efficiency, new Google Import tools have been introduced, allowing advertisers to transfer Google Ads campaigns to Microsoft Advertising easily. Features like Quick Import and Smart Import streamline the campaign management process.
