What is the MSPTC cookie?
MSPTC is an HTTP cookie associated with Microsoft Bing Ads, also known as Microsoft Advertising, Microsoft's online advertising service. It is set on the .bing.com domain, so it doesn't appear directly on the domain of the visited website; instead it's placed via a tracking pixel (Universal Event Tracking / UET) loaded by the Bing conversion script.
It typically appears on pages of a website that has the Microsoft Advertising UET tag installed, used to measure conversions from search or display campaigns run through Bing Ads.
What data it stores
MSPTC is used to link a visitor's browsing sessions with clicks originating from Microsoft Advertising ads, helping measure the path between an ad impression and a possible conversion on the site. The exact format of the value is not publicly documented by Microsoft.
The collected data is sent to Microsoft's servers (bing.com domain) and used by Microsoft Corporation for advertising and campaign performance analysis purposes.
What it is used for
For Microsoft, MSPTC helps correlate ad clicks with users' subsequent actions, supporting conversion reporting and automated bid optimization within Bing Ads campaigns.
For the website operator, this cookie enables measuring the effectiveness of paid Microsoft Advertising campaigns (ROI, cost per conversion) and building remarketing audiences from visitors who have already interacted with the ads.
Does it require consent?
MSPTC is classified as a marketing (advertising/tracking) cookie. Under the GDPR (Regulation 2016/679) and the ePrivacy Directive 2002/58/EC, this type of cookie cannot be set before the visitor's explicit consent is obtained.
- The website operator must disclose this cookie in the cookie policy, including provider, purpose, and duration.
- The Microsoft Advertising UET script should only load after the visitor accepts the "marketing" category.
- Refusing consent must not block access to the website's content.
How to block or delete MSPTC
A visitor can manually delete or block MSPTC from browser settings (Chrome, Firefox, Edge, Safari — per-site or per-domain cookie management), or use ad-tracking blocking extensions or private browsing mode.
For website operators, correctly blocking it before consent is achieved through a Consent Management Platform such as CookieFix, which automatically prevents the Microsoft Advertising UET script from executing until the visitor accepts the marketing category, avoiding premature setting of the MSPTC cookie.
Frequently asked questions
It's a marketing cookie set by Microsoft Bing Ads on the .bing.com domain, used to track conversions from Microsoft Advertising campaigns.
Yes, since it's a marketing/tracking cookie, it requires the visitor's prior consent before being set, under GDPR and the ePrivacy Directive.
Its typical duration is 13 months, after which it expires automatically unless renewed through further interaction.
By using a CMP such as CookieFix, which automatically blocks the Microsoft Advertising tracking script until the visitor gives consent for the marketing category.