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.

To enable Microsoft UET Consent Mode, simply add Microsoft Advertising to your list of partners, or manually activate the Microsoft UET Consent Mode compatibility option. Enabling one will automatically activate the other.

If the Transparency & Consent Framework (TCF) is enabled in your setup (which is the default setting), the Advanced Microsoft UET Consent Mode will be loaded. Otherwise, the Basic Microsoft UET Consent Mode will be used.

In short, as soon as you activate the option or select Microsoft Advertising as a partner, Microsoft UET Consent Mode is automatically applied!