How does Bing Ads handle user consent and privacy concerns related to view-through conversion tracking?

Bing Ads, now rebranded as Microsoft Advertising, takes privacy and user consent seriously, especially when it comes to tracking technologies like view-through conversion tracking. View-through conversion tracking allows advertisers to measure the effectiveness of their ads by tracking users who view an ad but don't immediately click on it, and then later convert (e.g., make a purchase or complete a sign-up). However, like all tracking tools, it raises important questions about user consent and privacy.

Here's how Microsoft Advertising handles user consent and privacy concerns related to view-through conversion tracking:

1. Compliance with Privacy Regulations
Microsoft Advertising complies with global privacy regulations, such as:

GDPR (General Data Protection Regulation) in the EU

CCPA (California Consumer Privacy Act) in California

Other local privacy laws.

These laws require that businesses obtain proper consent before tracking users' behaviors, particularly in regions with stringent data protection rules. Microsoft provides tools and guidance for advertisers to ensure their campaigns comply with these laws.

2. Use of Cookies and Tracking Pixels
To enable view-through conversion tracking, Microsoft Advertising uses cookies and tracking pixels. Cookies help collect data on users' interactions with ads, and conversion pixels track whether users take specific actions after viewing or clicking on an ad.

User Consent for Cookies: Advertisers are required to ensure they have obtained explicit consent from users for the use of cookies and other tracking technologies, especially in jurisdictions like the EU under GDPR.

Transparency and Opt-out Options: Microsoft Advertising provides clear disclosures about the use of cookies and tracking pixels, typically through a cookie consent banner. Users can often opt out of data collection by adjusting their browser settings or by using tools that block cookies.

3. Conversion Tracking Settings
Microsoft Advertising gives advertisers flexibility in managing how conversion tracking is used. Advertisers are encouraged to:

Customize settings based on the privacy laws that apply in their region.

Use built-in tools to make sure that the data collection complies with relevant regulations and provides users with choices about whether they want to be tracked.

4. Data Retention and Anonymization
Microsoft ensures that any data collected through conversion tracking is anonymized to prevent the identification of specific individuals. The data used for view-through conversion tracking is typically aggregated, meaning that advertisers see the effectiveness of their ads without accessing personally identifiable information (PII) about users.

Data retention policies are also in place, and Microsoft provides users with rights to delete or manage their data upon request, consistent with privacy regulations.

5. User Control and Opt-out Features
Microsoft offers users the ability to opt out of targeted advertising and personalized tracking through the Microsoft Advertising opt-out tool. This tool allows users to manage whether they want their data to be used for targeted advertising, including for view-through conversions. Users can disable personalized ads by adjusting their privacy settings in their Microsoft account or using broader industry tools like the Digital Advertising Alliance's (DAA) opt-out program.

For advertisers: It's crucial to ensure that their ads only target users who have consented to data collection, particularly in regions with strict privacy laws.

6. Third-party Integrations
If advertisers use third-party tools integrated with Microsoft Advertising, such as analytics platforms, to track view-through conversions, those tools must also comply with privacy regulations. Microsoft expects these third-party platforms to provide users with transparent information and obtain appropriate consent for data collection.

Conclusion
Bing Ads (Microsoft Advertising) follows strict privacy and consent guidelines when it comes to view-through conversion tracking. They ensure compliance with global privacy laws like GDPR and CCPA, offer users transparency and control over their data, and provide advertisers with tools to help them respect user consent while using conversion tracking. Advertisers must take responsibility for obtaining consent where required and adhering to privacy regulations to avoid any legal or reputational risks.