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Although it still lags behind certain competitors such as Google, Microsoft intends to continue asserting itself in the online advertising market. To do so, the multinational based in Albuquerque, USA, is constantly developing its advertising offering in order to provide a product that is in tune with the times and the current needs of advertisers. In recent days, Microsoft has unveiled several new features, including one that could significantly change the way certain conversions are tracked.
As usual, the American company recently published a blog post listing the latest updates to its advertising platform. This post, published on 12 December, will be the last of the year for Microsoft, which is expected to unveil the next developments in its products starting in February.
As 2024 draws to a close, Microsoft’s main new development in advertising concerns the arrival of household attribution on Microsoft Invest. Thanks to this, advertisers using the platform will be able to benefit from much more accurate information about how audiences interact with their adverts across multiple screens. This will enable them to track and understand user behaviour across all devices connected to the same IP address or within the same household, so that they can effectively distinguish conversions reported on one device following an advertisement viewed on another.
This new feature will inevitably have a significant impact on advertisers who wish to use it. It will enable better analysis of certain conversions and a more comprehensive view of customer behaviour, while improving campaign conversion rates through the retrieval of this additional data.
Like its competitors, Microsoft is facing increasingly strict regulations on the use of personal data. For several years now, these issues have been at the heart of the online advertising industry, and platforms must adapt to use effective methods that respect user data protection. Advertisers will therefore have to implement the consent mode for UET in order to comply with Microsoft’s new conditions.
As a reminder, the consent mode for UET allows access to UET cookies to be adjusted according to users’ consent status. Once the consent mode for UET has been implemented, advertisers will only be able to access cookies if internet users have given their consent.
Although enabling this feature may result in the loss of information collected on user behaviour, the consent mode for UET is mandatory to “ensure campaign continuity,“ according to Microsoft.
Keen to offer the most effective product possible, Microsoft has also reviewed some of its existing features. Since 1 December, traffic measurement is no longer available, while in-store visits will be suspended from 31 December. The American company explains this decision by citing the poor quality of the data generated by these two features. Although no reports on this information will be generated in future, historical data at campaign level will remain intact for advertisers who wish to use it.
Finally, Microsoft has announced the arrival of new tools for importing Google Ads campaigns. It will now be easier and faster to import existing Google Ads campaigns into a Microsoft Advertising account without having to make any new settings. This includes automated Performance Max campaigns.
Need help using these new features and improving your Microsoft Ads campaigns? Feel free to contact our SEA agency.
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Pierre Blarre