Parallel tracking to become mandatory in Microsoft Advertising this year

Microsoft yesterday announced that parallel tracking will be mandatory on all accounts created after May 31. For all existing accounts, parallel tracking will be optional until November 15, 2020. Microsoft expects to have parallel tracking mandatory for all accounts regardless of creation date by November 15, 2020.

According to Microsoft Advertising, parallel tracking will help reduce page load times and help enable a safer experience for search use.

Microsoft this month made available globally the parallel tracking as an optional feature for all accounts. Parallel tracking is now available for select browsers (Edge, Firefox and Chrome) on a desktop or laptop device, for search campaign ads.

Microsoft Advertising was testing parallel tracking since July, last year, the time when Google already had implemented on all accounts. For Google, the only exception are the video ad campaigns. This month, Google dropped the deadline to force parallel tracking on video campaigns.