If you’ve been keeping an eye on data privacy trends the last few years, you know that balancing effective advertising with stringent data privacy regulations is becoming more and more crucial, even if it’s not an easy feat to pull off. We’ve already written about Google Consent Mode, but Microsoft's Universal Event Tracking (UET) Consent Mode is another privacy solution worth covering, enabling businesses to align data collection with user consent preferences, all while complying with
If you're already familiar with Google Consent Mode, you'll be relieved to know that Microsoft UET Consent Mode works similarly. Together, they ensure your advertising stays effective while respecting user privacy across both platforms (a double win!). The key difference to consider is that, while Google Consent Mode utilizes multiple variables for more granular control over consent preferences (ex. ad_storage, ad_personalization and analytics_storage), Microsoft Consent Mode relies solely on ad_storage to either grant or deny consent. We’ll jump into that a little deeper below (spoiler: it’s gonna get technical).
Introduced in July 2023, Microsoft's UET Consent Mode allows advertisers to modify UET tag behavior based on users' consent choices. By dynamically adjusting data collection settings based on user inputs, businesses can beef up their compliance efforts without sacrificing critical tracking capabilities.
At the core of UET Consent Mode is the ad_storage parameter, which directs cookie handling. When a user provides consent, the
According to the requirements set by the Digital Services Act (DSA) and the Digital Markets Act (DMA), by default, the ad_storage parameter should be set to denied in regions such as the European Economic Area (EEA), Switzerland, and the UK. This ensures compliance from the outset. Here at BFO, we recommend staying up to date with digital privacy laws as the list of regions may expand as data privacy legislation continues to evolve. It can be a bit much to keep up on, but we know a great agency that can do it for you (wink wink).
For streamlined consent management, integrating UET Consent Mode with a Consent Management Platform (CMP) is recommended. CMPs collect user consent and automatically adjust tracking behaviors accordingly. Popular CMPs that support UET Consent Mode include:
Implementing UET Consent Mode via a CMP ensures a seamless approach to privacy compliance while maintaining tracking accuracy, as they support standardized data management processes which help automate data subject requests, identity verification, data deletion and redaction.
If you're over there thinking, "Aside from compliance and all this technical stuff, but I don't see how this benefits my business," we've got you:
Data privacy compliance can be daunting (which I’m sure you know if you’re reading this blog), but UET Consent Mode makes it easier by ensuring that data collection aligns with user consent.
By only collecting data from users who have actively given their consent, advertisers gain access to a much more accurate view of meaningful insights. Unlike traditional tracking methods that
One of the biggest concerns advertisers have with privacy-focused changes is the potential impact on ad performance (we get it, there’s budget behind those campaigns!). Fortunately,
While UET Consent Mode helps with compliance, there are a few considerations to keep in mind. First and foremost, it’s important to clearly inform users about the data you collect, its purpose, and the amount of time you’re storing it. Such transparency
Additionally, even with consent mode enabled, certain types of cookieless data may still be collected. Of course, ensure that these practices are disclosed and assess their compliance with relevant regulations. A final consideration, data protection laws vary across jurisdictions. Tailor your consent management processes to align with the specific requirements of each region in which you operate. Familiarizing yourself with legislation in the places you do business will help determine whether or not your business is held liable to a region’s data privacy laws, as this may vary based on industry, site traffic, and user type, among other factors.
You read that headline correctly - Microsoft Advertising now mandates that advertisers using UET provide user consent signals. Businesses can comply by implementing either Consent Mode for UET or the IAB Transparency and Consent Framework (TCF).
Failing to employ either Consent Mode or TCF will result in
To prevent this, businesses should implement either Consent Mode for UET or TCF as soon as possible.
According to Microsoft, businesses should use only one method (Consent Mode or TCF) based on their compliance needs. While Consent Mode for UET adjusts Microsoft tags according to user consent signals, ensuring accurate conversion tracking, TCF is a broader, standardized framework by IAB Europe which relies on CMPs to manage user consent and create a "TC string" that contains information about user preferences (sorry, we told you this was going to get technical). The TC string is then passed to different vendors, including Microsoft Advertising, which can use it to adjust their behavior.
Regardless of the approach, proper implementation is necessary to maintain data integrity and ad performance.
Adapting to Microsoft’s UET Consent Mode is essential, not optional. Implementing either Consent Mode for UET or TCF
If you haven’t yet configured your UET setup to align with Microsoft’s requirements, now is the time to act and avoid potential disruptions to your Microsoft Advertising campaigns. Ask BFO how we can help!