Overview
Microsoft is updating its Microsoft Advertising Platform (MAP) to align with evolving data protection laws. Websites using MAP will now need to obtain explicit consent from users for using both first- and third-party cookies. This means personal data will only be collected for advertising and tracking purposes through MAP if the website user has specifically agreed to it. If you are using MAP for your website, these updates are important for you to ensure compliance.
Microsoft Consent Mode, working together with Universal Event Tracking (UET), helps businesses respect user privacy while still gathering valuable data for their advertising campaigns. It's designed to comply with data protection laws like GDPR.
Key features include:
- Tailoring data collection: You can adjust how UET tracks website visitors based on whether or not they've given their consent.
- Controlling cookie access: The ad_storage setting lets you manage how cookies are used, ensuring you only use them only when allowed.
- Collecting limited data: Even when a user doesn't fully consent, you can still gather some anonymized information to get a better understanding of your ad performance.
How it Works (Technical Implementation)
Consent Mode is set via a property in UET called ad_storage. The possible values for ad_storage are:
| Value for ad_storage | Description |
| granted | First-party 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 (not for advertising purposes). |
Microsoft UET Consent Mode works very similarly to Google Consent Mode, but instead of having a JS array called dataLayer on the window object, it uses a JS array called uetq on the window object.
Secure Privacy sets a default value for the ad_storage value. This value is sent as an event on each page load before consent is captured. For the EU and similar countries which have stricter data privacy laws like GDPR, this will mean setting ad_storage to denied by default. For countries with less strict data privacy laws, like most US states, Secure Privacy will set ad_storage to granted by default.
How to Enable Microsoft UET Consent Mode with Secure Privacy
To start using Microsoft UET Consent Mode with Secure Privacy, follow these simple steps:
- Navigate to Domain Settings:
Log in to your Secure Privacy dashboard and head over to Domain Settings.
- Access the Advanced Tab:
Under the Domain Settings, you will see an Advanced tab. Click on it.
- Enable the Toggle:
Within the Advanced tab, you will find a toggle specifically for Microsoft Consent Mode. Simply enable it, and you are all set!
