Microsoft has introduced major support and regulatory updates to its advertising platform tool for household attribution, while temporarily pausing two measurement features.

The two measurement features have or will be been paused. These tools include store visits from FourSquare beginning December 31, and Footfall Measurement from AdSquare, which paused on December 1. The company said historical data remains accessible.

Household attribution allows advertisers to track behavior across devices connected to the same IP address or within a household. The tool aims to match cross-device ad interactions, which means matching ad that serve on one device to conversions on another.

Removing household conversions, in theory, should help line items using household attribution perform better since they have more optimization signals. For example, advertisers will see 25% on average lower CPAs.

It also optimizes campaign performance by using actionable insights to improve the performance, as well as gain deeper audience insights for visibility into cross-device behavior, specifically for high-consideration products.

Microsoft said the decision is in compliance with regulations in the European Economic Area, the United Kingdom, and Switzerland.

The features include Transparency and Consent Framework 2.0 that allows consent signals to be passed through CMPs like Usercentrics Cookiebot CMP and Web CMP. And Google Tag Manager integration - Enables direct retrieval of consent states for seamless compliance.

Microsoft also made improvements to its Google Import tools in hopes of capturing more ad dollars that typically will go toward Google. The move hopes it will make it easier to transfer campaigns.