What measures does Bing Ads take to ensure GDPR compliance for conversion tracking data?

Bing Ads (Microsoft Advertising) takes several measures to ensure GDPR compliance for conversion tracking data, protecting user privacy while enabling advertisers to track performance. Here's a breakdown of the key practices:

🔐 1. Data Minimization & Anonymization
Personal data is minimized: Bing Ads uses aggregated and pseudonymized data for reporting wherever possible.

IP addresses are truncated or anonymized to reduce personal identifiability.

👁��🗨� 2. User Consent (via UET & Cookies)
Microsoft requires advertisers to obtain user consent before setting tracking cookies, especially for users in the EU.

Advertisers using the Universal Event Tracking (UET) tag must:

Provide notice to users (e.g., cookie banners)

Include opt-in mechanisms for tracking cookies as needed

Comply with local privacy laws (e.g., ePrivacy Directive)

📄 3. Data Processing Agreements (DPA)
Microsoft provides a standard Data Protection Addendum (DPA) to ensure contractual compliance with GDPR for business customers.

This DPA defines roles (Microsoft typically acts as a data processor) and outlines data protection responsibilities.

🧾 4. Data Subject Rights Support
Microsoft enables individuals to:

Access, correct, delete, or export personal data.

Submit requests via the Privacy Dashboard or DSR form.

⏳ 5. Data Retention Limits
Conversion tracking data is retained only as long as necessary for the purposes it was collected.

Microsoft outlines its retention practices in its Privacy Statement.

🌐 6. Cross-Border Data Transfers
Microsoft uses Standard Contractual Clauses (SCCs) and other mechanisms to legitimize international data transfers from the EU/EEA to third countries like the U.S.

📚 7. Transparency & Documentation
The Microsoft Privacy Statement and Microsoft Advertising policies clearly define:

What data is collected

How it is used

Who it is shared with (if anyone)

✅ Summary of Advertiser Responsibilities
To stay compliant when using Bing Ads:

Implement cookie consent tools on your website

Update privacy policies to disclose Microsoft Ads tracking

Use Microsoft's tools to honor user opt-outs and privacy requests