Microsoft requires UET consent mode for GDPR compliance

Microsoft started to enforce Universal Event Tracking (UET) Consent Mode for privacy compliance. This mode allows you to manage cookie usage based on user consent, ensuring that personal data is only collected and used for advertising purposes if the user has explicitly granted permission. 

UET is a tool for tracking user behavior on websites and apps by placing a single tag across the site. It helps in tracking conversions and creating remarketing lists for targeted advertising.

The consent mode in UET is configured through the ad_storage property. This property can be set to one of two values: granted or denied.

• If granted, both first and third-party cookies can be read and written. 
• If denied, first-party cookies are neither read nor written, and third-party cookies are only read for fraud prevention, not for advertising purposes.

This setup can be integrated into websites using a small code snippet to manage cookie consent dynamically. Please find code examples in the official documentation on the Microsoft Advertising Help Center.

To implement Consent Mode, you can use Consent Management Platforms (CMPs) like Cookiebot, which help in setting up cookie banners and managing user consent preferences.

We already have several blog posts with guides on how to set up Consent mode:

• Consent mode in server Google Tag Manager
• Google Consent Mode V2
• Server-side consent management with sGTM and Cookiebot 
• Consent Settings for server GTM tags

By using Consent Mode, you can:

• Adjust cookie behavior to respect user consent preferences.
• Ensure compliance with server-side tracking GDPR and other data protection laws.
• Enhance privacy capabilities by controlling whether first and third-party cookies are stored and read.

With it you are able to remain compliant with privacy regulations while still being able to track user behavior and optimize your advertising campaigns effectively​. 

If you need help with the implementation - don’t hesitate to contact us or search our helpdesk for answers.