Discrepancy rates between ad servers
Microsoft does not provide guarantees relating to 3rd party served discrepancies but will commit to investigate discrepancies that exceed accepted industry standard discrepancy rates.
Server-to-server ad calls
Microsoft does not currently employ server-to-server ad calls for vendor ad tags. Furthermore, it is strongly preferred that Microsoft provided ad tags for third-party sourced inventory are called directly from the client, however, server-to-server ad calls can be supported provided the following attributes are communicated to the MSFT ad server on the ad call (work with your account team to get specific query-string parameters for these attributes).
- Client IP Address
- User Agent
Max tracking pixels per event
While no hard limit is enforced on the MSFT properties, the maximum recommended number of tracking pixels per event is set at five (5). This limit is proposed to reduce risk of latent or dropped event tracking and ensure discrepancy rates within industry norms.