In a blog article, Microsoft Advertising announced that it would implement its Consent Mode by 5 May. The feature requires advertisers to provide user consent signals to comply with data protection regulations like the EU and UK General Data Protection Regulation (GDPR), avoid penalties, and build trust with privacy-conscious users. The feature adjusts cookie access based on user consent status in the EU/EEA, the UK, and Switzerland, enabling conversion tracking and campaign optimisation without compromising privacy.
Under the system, consent signals can also be shared through the IAB’s Transparency and Consent Framework or via a Consent Management Platform (CMP).
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