Microsoft Consent Mode leverages its integration with the IAB TCF to pass consent signals to Microsoft Advertising and adjust your organization's Universal Event Tracking tags behavior based on the contents of the TC string. In this article, we will cover:
- Implement Universal Event Tracking on property
- Implement Microsoft Consent Mode
- Microsoft Advertising behavior
Note: Ensure that Microsoft Advertising is added as a vendor to the GDPR TCF vendor list associated with your property.
Implement Universal Event Tracking on property
Microsoft Universal Event Tracking (UET) tag records what end-users do on your web property and sends that information to Microsoft Advertising which enables your organization to utilize Microsoft's conversion tracking, audience targeting, and automated bidding bid strategies.
If your organization has not yet done so, create a Universal Event Tracking (UET) tag in Microsoft Advertising and implement that tag on your web property using one of Microsoft's documented methods.
UET tags can be implemented directly on page, via a tag manager, or via your website platform (Shopify, Wix, etc...). Click here for more information.
<head>
//Microsoft UET tag
<script>
(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[] ,f=function(){var o={ti:"TAG_ID_HERE", enableAutoSpaTracking: true}; o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")} ,n=d.createElement(t),n.src=r,n.async=1,n.onload=n .onreadystatechange=function() {var s=this.readyState;s &&s!=="loaded"&& s!=="complete"||(f(),n.onload=n. onreadystatechange=null)},i= d.getElementsByTagName(t)[0],i. parentNode.insertBefore(n,i)})(window,document,"script"," //bat.bing.com/bat.js","uetq");
</script>
//Sourcepoint GDPR TCF implementation tags
<script>
...
</script>
</head>Implement Microsoft Consent Mode
In order to implement Microsoft Consent Mode on your web property, your organization will need to add the following code snippet to your web page:
<script>
window.uetq = window.uetq || [];
window.uetq.push('config', 'tcf', { 'enabled' : true });
</script>
Add the code snippet on all pages before your UET tags.
<head>
//Microsoft Consent Mode tag
<script>
window.uetq = window.uetq || [];
window.uetq.push('config', 'tcf', { 'enabled' : true });
</script>
//Microsoft UET tag
<script>
(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[] ,f=function(){var o={ti:"TAG_ID_HERE", enableAutoSpaTracking: true}; o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")} ,n=d.createElement(t),n.src=r,n.async=1,n.onload=n .onreadystatechange=function() {var s=this.readyState;s &&s!=="loaded"&& s!=="complete"||(f(),n.onload=n. onreadystatechange=null)},i= d.getElementsByTagName(t)[0],i. parentNode.insertBefore(n,i)})(window,document,"script"," //bat.bing.com/bat.js","uetq");
</script>
//Sourcepoint GDPR TCF implementation tags
<script>
...
</script>
</head>Microsoft Advertising behavior
The table below covers how Microsoft Advertising will behave when certain IAB TCF purposes are rejected by an end-user:
| TCF Purpose | Impact to Microsoft Advertising if rejected |
| Store and/or access information on a device | Cookies will not be created or used by Microsoft Ads for measurement or personalization. Remarketing lists will not accumulate data for unconsented users, and attribution reports may be more limited. |
| Create profiles for personalized advertising | Events are not eligible for ads personalization, and are not used for remarketing lists. Users already added to audience lists are unaffected. |
| Use profiles to select personalized advertising | Events are not eligible for ads personalization, and are not used for remarketing lists. Users already added to audience lists are unaffected. |
| Measure advertising performance | Microsoft Advertising requires this purpose for all conversions. If this purpose is not present, Microsoft Ads will not record the conversion. |
| Understand audiences through statistics or combinations from different sources | Microsoft Advertising requires this purpose for all conversions. If this purpose is not present, Microsoft Ads will not record the conversion. |
| Develop and improve services | Microsoft Advertising requires this purpose for all conversions. If this purpose is not present, Microsoft Ads will not record the conversion. |
Comments
0 comments