Microsoft Universal Event Tracking (UET) Consent Mode is primarily utilized within Microsoft Advertising (formerly Bing Ads). This feature allows businesses and advertisers to adjust the behavior of UET tags based on individual user consent preferences, ensuring compliance with data protection regulations such as the GDPR.
By integrating UET Consent Mode, advertisers can manage cookie usage based on user consent, ensuring that personal data is collected and used for advertising purposes only if the user has explicitly granted permission.
For the purposes of UET consent mode, first-party cookies are those created by the advertiser domain (your website), and third-party cookies are created by Microsoft Advertising (Bing.com).
Consent mode is set via a property in UET called ad_storage.
The possible values for ad_storage are:
| Consent Status | Behavior |
|---|---|
| granted | First and third-party cookies may be read and written for UET. If no default is set, UET uses granted by default. |
| denied | First-party cookies are not read nor written for UET. Third-party cookies are not written. Third-party cookies are read-only for fraud and spam purposes—not for advertising purposes. |
To integrate Microsoft Universal Event Tracking (UET) with UniConsent CMP, follow these steps to ensure compliance with user consent preferences and optimize your advertising strategies:
We recommend that you use the consent script in your <head> tags so that the consent mode is set by default and updated when a user updates their consent settings.
// UET tag is added here
// You can set default consent mode right after the UET tag
<script>
window.uetq = window.uetq || [];
window.uetq.push('consent', 'default', {
'ad_storage': 'denied'
});
</script>
UniConsent CMP automatically sends consent signals to Microsoft Advertising, ensuring compliance with user privacy preferences. It seamlessly integrates with Microsoft UET to adjust tracking behavior based on user consent choices.