Microsoft dévoile ses nouvelles fonctionnalités publicitaires pour fin 2024

Bien que it still lags behind certain competitors such as Google, Microsoft intends to continue asserting itself in the online publicité market. To do so, the multinational based in Albuquerque, USA, is constantly developing its publicité offering afin de provide a product that is in tune with the times and the current needs of annonceurs. In recent days, Microsoft has a dévoilé several nouvelles fonctionnalités, including one that could significativement change the way certain conversions are tracked.

Microsoft présente household attribution

As usual, the American company recently published a blog post listing les dernières updates to its publicité platform. This post, published on 12 December, will be the last of the year for Microsoft, which is expected to dévoile the next developments in its products starting in February.

As 2024 draws to a close, Microsoft’s main new development in publicité concerns the arrival of household attribution on Microsoft Invest. Thanks to this, annonceurs using the platform will be able to benefit de much more accurate information about how audiences interact with their publicités across multiple screens. This will enable them à track and understand user behaviour across all devices connected to the same IP address or within the same household, so that they can effectively distinguish conversions reported on one device following an publicité viewed on another.

This nouvelles fonctionnalités will inevitably have a significativement impact on annonceurs who wish utiliser it. It will enable better analysis of certain conversions and a more comprehensive view of customer behaviour, while improving campagne conversion rates through the retrieval of this additional data.

An upgrade to compliance with the consent mode

Like its competitors, Microsoft is facing increasingly strict regulations on the use of personal data. For several years now, these issues have been au cœur de the online publicité industry, and platforms must adapt utiliser effective methods that respect user data protection. annonceurs will Par conséquent have to mettre en œuvre the consent mode for UET afin de comply with Microsoft’s new conditions.

As a reminder, the consent mode for UET allows access to UET cookies to be adjusted Selon users’ consent status. Once the consent mode for UET has been implemented, annonceurs will only be able to access cookies if internet users have given their consent.

Bien que permettant this feature may result in the loss of information collected on user behaviour, the consent mode for UET is mandatory to « ensure campagne continuity,«  Selon Microsoft.

Two additional updates on Microsoft publicité

Keen to offer the most effective product possible, Microsoft has also reviewed some of its existing features. Since 1 December, traffic measurement is no longer available, while in-store visits will be suspended de 31 December. The American company explains this decision by citing the poor quality of the data generated by these two features. Bien que no reports on this information will be generated in future, historical data at campagne level will remain intact for annonceurs who wish à use it.

Finally, Microsoft has a annoncé the arrival of nouveaux outils for importing Google Ads campagnes. It will now be easier and faster to import existing Google Ads campagnes into a Microsoft publicité account without having to make any new settings. This includes automated Performance Max campagnes.

Need help using these nouvelles fonctionnalités and improving your Microsoft Ads campagnes? Feel free to contact our SEA agency.