Bing Ads - Search Ad Consent & Privacy Info | ConsentStack

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Overview

Microsoft Advertising (formerly Bing Ads) is the advertising platform for search campaigns on Bing, Yahoo, and Microsoft's partner networks. It serves as Microsoft's primary advertising revenue platform.

What This Script Does

The Universal Event Tracking (UET) tag fires on advertiser websites to record conversion events—purchases, form submissions, sign-ups—and build remarketing audiences. It sets cookies to identify users who visited the advertiser's site and match them to their Bing search or Microsoft display ad exposure. The tag collects page URLs, referral data, conversion values, and browser metadata. This data flows into the Microsoft Advertising dashboard for campaign reporting, bid optimization, and audience targeting.

Consent & Compliance

Consent category: Marketing

Microsoft Advertising's UET tag performs conversion tracking and remarketing audience creation for advertising. Under GDPR, explicit opt-in consent is required before the tag fires or sets cookies. Under CCPA, sharing conversion and behavioral data with Microsoft's advertising platform constitutes sharing personal information. The ePrivacy Directive requires consent for all advertising cookies. IAB TCF Purposes 1, 2, 3, 4, and 7 apply.

Should You Block This Without Consent?

Yes. The UET tag is an advertising tracking tool. Block until marketing consent is granted.

Consent Categories

Marketing

Also Known As

bing adsmicrosoft advertisingUET tagmicrosoft UETbing pixelbing remarketingmsft ads

Industries

Computers Electronics and TechnologyProgramming and Developer SoftwareJobs and CareerJobs and Employment

Tracked Domains (2)

bing.comMarketing

bat.bing.comMarketing

Frequently Asked Questions

Does Bing Ads require cookie consent?

Yes. Bing Ads' Universal Event Tracking tag performs conversion tracking and remarketing audience building, placing it firmly in the marketing category. Under GDPR, explicit opt-in consent is required before the UET tag fires. Under CCPA, data sharing with Microsoft's ad platform requires opt-out rights.

What cookies does Bing Ads set on my website?

The UET tag sets _uetsid and _uetvid cookies on the bat.bing.com domain. _uetsid is a session cookie; _uetvid persists for 13 months. They record page visits, conversion events, and referral data to match site visitors against Bing search and Microsoft Display ad exposures.

How does ConsentStack manage Bing Ads consent?

ConsentStack detects the UET tag script and classifies it as marketing. The tag is blocked by default until a visitor grants marketing consent. On consent grant, the tag fires normally. On denial or before consent, the script is suppressed, preventing any cookies from being set or data from reaching Microsoft Advertising.

Other Microsoft Products

Microsoft Advertising UET Tag

Microsoft Advertising UET Tag

Microsoft Advertising UET Tag is the Universal Event Tracking pixel for Microsoft's ad platform, formerly Bing Ads. The JavaScript tag fires on advertiser websites to track page views, conversions, and custom events for campaign optimization. Sets cookies to identify visitors across sessions and attribute conversions to Microsoft Search and Audience Network ad clicks.

Bing Webmaster Tools

Sets a meta tag or BingSiteAuth.xml file to confirm site ownership with Microsoft Bing. The verification asset collects no personal data; Bing then provides search performance, crawl error, and keyword analytics accessible only through authenticated Webmaster Tools dashboard sessions.

Microsoft Azure AD

Microsoft Azure AD

Microsoft Azure AD (now Microsoft Entra ID) is a cloud identity and access management service for single sign-on and user authentication on websites. Scripts load the Microsoft Authentication Library to handle OAuth flows, display login prompts, and manage access tokens. Stores authentication cookies and session tokens to maintain user login state across visits.

Microsoft Dynamics 365

Microsoft Dynamics 365

Microsoft Dynamics 365 is a suite of CRM and ERP applications that integrates with websites through tracking scripts and embedded forms. Web tracking code captures visitor behavior, page views, and form submissions to build customer profiles and score leads. Sets cookies to identify returning visitors and attribute marketing touchpoints across sessions.

Microsoft Teams

Microsoft Teams

Microsoft Teams is a workplace communication and collaboration platform that can be embedded on websites for chat, meetings, and document sharing. Embedded widgets load from Microsoft's servers to enable real-time messaging, video calls, and file collaboration. Sets authentication and session cookies to verify participant identity and maintain connection state.

Related Vendors

Google Ads

Google Ads is Google's advertising platform for search, display, and remarketing campaigns. Conversion tracking scripts fire on advertiser landing pages to measure actions taken after ad clicks. The remarketing tag builds audience lists for retargeting users across Google's ad network.

Google

Google is the dominant provider of web analytics, advertising, and infrastructure tools. Scripts like Google Analytics, Tag Manager, Ads, and reCAPTCHA collect behavioral data, manage tag firing, serve targeted ads, and detect bots. Sets persistent cookies to track users and correlate activity across sites.

Microsoft Dynamics 365

Microsoft Dynamics 365

Microsoft Dynamics 365 is a suite of CRM and ERP applications that integrates with websites through tracking scripts and embedded forms. Web tracking code captures visitor behavior, page views, and form submissions to build customer profiles and score leads. Sets cookies to identify returning visitors and attribute marketing touchpoints across sessions.

Microsoft

Runs Clarity (session recording and heatmaps), the Microsoft Advertising UET tag (conversion tracking), and Bing's remarketing pixel. Clarity injects a recording script that captures mouse movements, clicks, and rage clicks. The UET tag fires conversion events to tie ad clicks to on-site actions across Microsoft's ad network.

Microsoft Advertising UET Tag

Microsoft Advertising UET Tag

Microsoft Advertising UET Tag is the Universal Event Tracking pixel for Microsoft's ad platform, formerly Bing Ads. The JavaScript tag fires on advertiser websites to track page views, conversions, and custom events for campaign optimization. Sets cookies to identify visitors across sessions and attribute conversions to Microsoft Search and Audience Network ad clicks.

LinkedIn Ads is LinkedIn's advertising platform for B2B marketing and professional audience targeting. Conversion tracking scripts and pixels fire on advertiser websites to measure sign-ups, downloads, and purchases driven by LinkedIn ad campaigns. Sets cookies for audience matching, retargeting list building, and cross-device attribution reporting.

Manage consent for Bing Ads

ConsentStack automatically detects and manages Bing Ads trackers so your site stays compliant with global privacy regulations.