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  If your Microsoft Ads campaigns target visitors in the EEA, UK, or Switzerland, there is a specific compliance step that has been mandatory since May 5, 2025. Without it, a portion of your conversion data goes unrecorded, your smart bidding operates on incomplete information, and your remarketing lists may include users whose data was collected without valid consent. That step is Microsoft Consent Mode. This article explains what it does, why it matters specifically for B2B advertisers, and how to get it working without a technical team. What Microsoft Consent Mode Does Microsoft Consent Mode connects your UET tag to each visitor's consent decision. The tag reads a signal from your Cookie Consent banner, specifically the ad_storage parameter, and adjusts its behaviour accordingly. When a visitor accepts cookies, UET records the full conversion event as normal. When a visitor declines, UET switches to cookieless mode and sends only anonymised, aggregate signals. No individua...

What Are ACS Parameters? Amazon Consent Signal uses specific parameters to share consent information. These parameters tell you exactly what users agreed to. Think of them as data fields that carry consent decisions. Each parameter has a clear purpose. They work together to give you complete consent information. Core ACS Parameters You Need to Know Consent Status Parameter: This shows if a user said yes or no. Values are "granted" or "denied". This is the most important parameter. Geography Parameter: This tells you where the user is located. Different countries have different rules. ACS adjusts automatically based on location. Timestamp Parameter: This shows when the user gave consent. Fresh consent matters more than old consent. Some laws require recent consent updates.  How Parameters Work in Campaigns When you run an ad campaign, ACS checks these parameters first. Your ads only reach users with "granted" status. Users with "denied" status d...