Consent Mode Overview

Microsoft Advertising Consent Mode is a privacy framework that adjusts how UET tags behave based on user consent signals. It helps advertisers comply with GDPR and other privacy regulations while maximizing data quality through conversion modeling.

How It Works

1. User visits site: Consent banner appears (if in regulated region)
2. User makes choice: Grants or denies consent for advertising cookies
3. UET tag adjusts: Based on consent status, UET sends different signals
4. Modeling: For non-consenting users, Microsoft uses modeled conversions to fill gaps

Implementation Steps

1. Update UET tag: Add consent mode parameters to your UET tag
2. Implement consent banner: Use a CMP (Consent Management Platform) compatible with Microsoft Advertising
3. Set default consent state: Configure default consent state before user interaction
4. Update consent on user action: Pass consent updates to UET when user interacts with banner

Consent States

Code Example

// Set default consent state (before UET loads)
window.uetq = window.uetq || [];
window.uetq.push('consent', 'default', {
  'ad_storage': 'denied',
  'analytics_storage': 'denied'
});

// When user grants consent
window.uetq.push('consent', 'update', {
  'ad_storage': 'granted',
  'analytics_storage': 'granted'
});

Conversion Modeling

When consent is denied, Microsoft Advertising uses behavioral modeling to estimate conversions:

• Cookieless tracking: Anonymous pings without cookies
• Modeled conversions: AI estimates based on historical patterns
• Data recovery: Can recover up to 65-70% of lost conversion data

Bing vs Google Consent Mode