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Bing Ads

Bing Ads

Microsoft Advertising (Bing Ads) is the advertising platform for search campaigns on Bing, Yahoo, and partner networks. The Universal Event Tracking (UET) tag fires on advertiser sites to record conversions and build remarketing audiences. Data flows into the Microsoft Advertising dashboard for campaign reporting and bid optimization.

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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.

Is Bing Ads GDPR compliant?

Bing Ads typically loads marketing trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So Bing Ads can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads Bing Ads, not on Bing Ads itself.

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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 Ads's trackers are common, seen on about 15% of the sites ConsentStack has scanned. Scan your own site to see which of these are firing before consent.

bing.comMarketing

bing.com is a marketing domain operated by Bing Ads, used to serve ads, build audiences, and measure ad conversions. Seen on about 15% of scanned sites.

bat.bing.comMarketing

bat.bing.com is a marketing domain operated by Bing Ads, used to serve ads, build audiences, and measure ad conversions.

Frequently Asked Questions

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
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.
LinkedIn
LinkedIn
LinkedIn Insight Tag is a conversion tracking and audience analytics tool for LinkedIn advertising. Scripts set a first-party cookie and send page view and conversion events to LinkedIn's servers. Data supports campaign attribution, demographic reporting on site visitors, and LinkedIn retargeting audience creation.
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 Power Apps
Microsoft Power Apps
Microsoft Power Apps is a low-code application development platform that enables embedded business applications on websites. Scripts load custom app interfaces from Microsoft's cloud, render form controls and data views, and connect to backend data sources through Power Platform connectors. Sets session cookies to maintain application state and user authentication.
Microsoft Power Automate
Microsoft Power Automate
Microsoft Power Automate is a workflow automation platform that connects to websites through embedded triggers and action widgets. Scripts load form interfaces, approval flows, and automated process components that interact with Microsoft's cloud services. Sets session cookies to authenticate users and maintain workflow state during multi-step automated processes.
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.
Microsoft Viva
Microsoft Viva
Microsoft Viva is an employee experience platform that surfaces on websites through embedded engagement and learning modules. Scripts load content feeds and knowledge cards from Microsoft's cloud infrastructure. Sets authentication cookies for user identity and personalized workplace content delivery.
Power BI
Power BI
Power BI is Microsoft's business intelligence and data visualization platform. Its embedded scripts render interactive dashboards and reports within web pages, loading data visualizations through iframes or JavaScript APIs. Embedded reports may set authentication cookies and make requests to Microsoft's cloud services.
Xandr
Xandr
Xandr scripts serve programmatic display and video ads by placing cookies, collecting audience data, and participating in real-time bidding auctions. Scripts match visitors against audience segments and transmit behavioral data to Microsoft's advertising marketplace for targeting and measurement.

Related Vendors

Breezy HR
Breezy HR
Breezy HR embeds career site widgets and job listing pages on employer websites. Scripts render open positions, handle application forms, and transmit candidate-submitted data to Breezy HR for applicant tracking and recruitment pipeline management.
Gusto
Gusto
Gusto is a payroll, benefits, and HR platform for small businesses. It operates primarily as a SaaS application with limited third-party browser scripts. Career page widgets may embed job listings on employer sites, collecting applicant information and setting session cookies for application flows.
Criteo
Criteo
Specializes in commerce media retargeting, serving personalized product ads to users who have previously browsed or purchased from retail sites. The Criteo OneTag fires on product and confirmation pages to log catalog item views and conversions. Syncs user identifiers with retailers to power cross-site product recommendations.
PubMatic
PubMatic
Supply-side platform for programmatic video and display advertising. PubMatic connects publishers to demand-side buyers via header bidding auctions. The PubMatic script participates in Prebid.js auctions and syncs user IDs across its network for audience-targeted ad serving.
LinkedIn
LinkedIn
LinkedIn Insight Tag is a conversion tracking and audience analytics tool for LinkedIn advertising. Scripts set a first-party cookie and send page view and conversion events to LinkedIn's servers. Data supports campaign attribution, demographic reporting on site visitors, and LinkedIn retargeting audience creation.
LiveRamp
LiveRamp
Marketing attribution and identity resolution platform that enables publishers and advertisers to recognize users without cookies. LiveRamp's Authenticated Traffic Solution script captures hashed email identifiers and resolves them to RampIDs for cross-site audience matching and campaign attribution.

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