Microsoft UET Consent Mode

Microsoft Consent Mode is now mandatory for several reasons. With the introduction of new regulations such as the DSA (Digital Services Act) and DMA (Digital Markets Act), the need for strict consent management has increased. Microsoft Advertising, as an EU-designated "access controller" alongside other gatekeepers, must comply with these requirements. As a result, Microsoft requires advertisers operating in the European Economic Area (EEA), the United Kingdom, and Switzerland to use the UET (Universal Event Tracking) tag to transmit user consent signals.

Failing to comply with this requirement can lead to significant consequences: key functionalities, such as conversion tracking, may be suspended, and collected data could be incomplete or inaccurate. Without user consent transmission to UET, advertisers risk losing valuable data, which may impact their ability to optimize campaigns, create relevant audience segments, and leverage automated bidding.

You can manually install Microsoft UET Consent Mode by following this TCF-based procedure for advanced integration or this basic integration process.

If you prefer to deploy the Advanced Microsoft UET Consent Mode based on TCF via your CMP, simply add Microsoft Advertising as a partner:

That's it! Microsoft UET Consent Mode is automatically integrated!

If you disable TCF support, the CMP will automatically switch to the basic mode of Microsoft UET Consent Mode.

Note: This mode does not cover Microsoft Clarity activities! Please refer to this page for consent management for this service.