Microsoft Consent Mode

Microsoft UET Consent Mode, set from the visitor's own choice.

Gravito CMP supports Microsoft Consent Mode for Microsoft Advertising's Universal Event Tracking (UET) tag, in both TCF and Standard configurations. The CMP sets UET's ad_storage value to denied by default and updates it from the visitor's choice. It is switched on in the same configuration that runs the rest of your consent, and our team sets it up with you.

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Gravito CMP

window.uetq

1

Default

ad_storage: denied
2

When the visitor makes a choice

ad_storage: granted or denied

Microsoft reads the value from uetq

What this page covers

This page explains how Gravito CMP passes the visitor's consent to Microsoft UET: the one parameter involved, how it maps to TCF purposes or to your own consent categories, and how it is switched on. It covers websites. It does not explain the laws behind consent, and nothing on it is legal advice.

What Microsoft Consent Mode is for

UET Consent Mode adjusts UET's cookie access according to the visitor's consent status, and so decides whether first-party and third-party cookies are stored for UET. First-party cookies here are those created by your website's domain; third-party cookies are those created by Microsoft Advertising (Bing.com).

It works through one property in UET, ad_storage, with two values:

The two values of ad_storage and what UET does with each
ad_storage	What UET does
`granted`	First-party and third-party cookies may be read and written for UET.
`denied`	First-party cookies are neither read nor written for UET. Third-party cookies are not written; they are read only for fraud and spam purposes, not for advertising.

If no default is set, UET treats ad_storage as granted. That is why the CMP sets a default.

How Gravito CMP sets it

Once UET mode is enabled in the configuration:

1
The CMP adds the ad_storage value to the global uetq window object, which Microsoft's UET tag reads.
2
The default value is denied.
3
When the visitor makes a choice, the CMP updates the value to granted or denied, according to the mapping described below.

Microsoft reads the value from uetq to determine whether tracking is allowed. The method follows the approach described in Microsoft Advertising's own documentation.

How the value maps to the visitor's choice

The mapping depends on the framework of the configuration:

How ad_storage maps to the visitor's choice in the Standard CMP and the TCF CMP
Configuration	What sets ad_storage	In the configuration
Standard CMP (your own consent categories)	The visitor's choice for one consent category you choose	`adsConsentId` is a single ID: the ID of the consent item you defined
TCF CMP	The visitor's choice for TCF Purpose 1, storing and accessing information on a device, pre-mapped in the configurator; the mapping is fixed and should not be changed	`adsConsentId` is an array of TCF purpose IDs, set to `[1]`: Purpose 1, storing and accessing information

Shared with Google Consent Mode v2. The ad_storage mapping is common to Google Consent Mode and Microsoft UET: if Google Consent Mode is already configured, adsConsentId is already in your configuration, and the same mapping drives both.

Google Consent Mode support

Consent Mode or TCF, not both. Microsoft Advertising accepts the visitor's choice for UET in one of two ways: Consent Mode, or the UET tag reading the TCF string itself. Microsoft says to use one of them, never both at once. In a TCF configuration Gravito currently signals ad_storage through Consent Mode, with the default set to denied before the UET tag fires.

What you set up

We switch Microsoft Consent Mode on during implementation. For your own team's reference, these are the documented steps.

In the Gravito CMP configurator:

1
In the Gravito Admin Portal, open the CMP tab and the Gravito CMP (New) Configurator.
2
Open your configuration, or create one and choose its framework: Standard CMP or TCF CMP.
3
Standard CMP: go to the Standard CMP tab, Consent Categories sub-tab. TCF CMP: go to the TCF CMP tab, TCF Settings sub-tab.
4
Check Microsoft's Universal Event Tracking (UET).
5
Standard CMP: choose the consent category for ad_storage from the dropdown. TCF CMP: the ad_storage mapping is shown pre-set.
6
Click Save Progress, then publish from the Deployment tab.

Without the configurator, in the configuration object:

Configuration object

// Standard CMP
window.gravito = { config: { cmp: { standard: { core: {
  useUET: true,
  adsConsentId: "{{YOUR_CONSENT_ITEM_ID}}"   // one consent item ID
}}}}};

// TCF CMP
window.gravito = { config: { cmp: { tcf: { core: {
  useUET: true,
  adsConsentId: [1]                           // TCF Purpose 1
}}}}};

After publishing, the new version goes live at the same deployment address, so nothing changes on your site itself.

Earlier CMP versions. Microsoft UET support was added to the Gravito Intelligent CMP and TCF CMP configurators in May 2025. For those earlier versions, setup guidance comes from Gravito Support.

Apps

Microsoft Consent Mode as described here is set on web pages. In apps, Gravito CMP runs in a WebView, not as a native SDK, and hands the visitor's choice to the app, which stores it under the standard IAB keys for the app's other SDKs to read. In that WebView mode the CMP sends no UET update.

Configured with you

Which category drives ad_storage, how it lines up with Google Consent Mode, and which regions run TCF or the Standard CMP: our team works that out during implementation, and the same configuration runs it.

Documentation

Microsoft Advertising: UET Consent Mode and the approach Gravito follows

Links:

Frameworks Google Consent Mode Amazon Consent Signal Gravito CMP FAQ

One choice, read the same way by Google and Microsoft.

If you run several sites, brands or markets and need Microsoft Advertising to read the same consent your other systems read, we set it up once and keep it running.

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Patrick Glantz

COO
Jouni Mannerhovi

CEO