Microsoft Advertising regularly introduces new features, automation tools, and AI-driven capabilities that shape how advertisers manage campaigns.
One of the key ways Microsoft shares these updates is through Microsoft Advertising Activate, an annual partner-focused event that highlights platform developments, product roadmaps, and advertising strategies.
In this article, we’ll explore what Microsoft Advertising Activate is, how it has evolved over the years, and why advertisers should pay attention to it.
What Is Microsoft Advertising Activate?
Microsoft Advertising Activate is an exclusive annual event for members of the Microsoft Advertising Partner Program. It brings together partners, Microsoft product teams, and advertising experts to discuss the latest innovations within the Microsoft Advertising ecosystem.
The event focuses on helping partners:
- Understand new Microsoft Advertising features
- Learn about AI-powered advertising tools
- Explore automation and campaign optimization strategies
- Stay informed about industry trends and consumer behavior
Sessions are typically hosted by Microsoft leaders and product specialists and often include product demonstrations, insights into upcoming updates, and practical guidance for advertisers.
📊 Google has its own version of Microsoft Advertising Activate. Explore our Google Marketing Live overview to see the latest AI announcements, ad product updates, and new features shaping Google Ads.
Microsoft Advertising Activate History
Over the years, Microsoft Advertising Activate has evolved alongside the advertising platform itself.
This annual event was originally known as the Microsoft Advertising Virtual Partner Summit. In 2021, it was rebranded as Microsoft Advertising Activate.
Below is a look at some of the key themes and highlights from past events.
Microsoft Advertising Activate 2021
The 2021 edition focused heavily on the rapid digital transformation of businesses and advertising following the global shift toward online services.
Key topics included:
- Changes in consumer behavior during digital acceleration
- New advertising tools designed for small and medium-sized businesses (SMBs)
- The importance of inclusive marketing
- Automation and simplified campaign management
Microsoft also emphasized helping businesses adapt to a more digital-first advertising landscape.
It took place on Wednesday, May 19, 2021 at 8:00 a.m. US Pacific Time.
Microsoft Advertising Activate 2022
The 2022 event continued to expand Microsoft’s focus on automation and cross-platform advertising opportunities.
Major themes included:
- Improvements to Microsoft Audience Network
- Enhancements to automated bidding and campaign optimization
- New tools designed to simplify campaign creation and management
- Greater integration between search, native, and display advertising
Microsoft also highlighted how advertisers could leverage first-party data and audience signals to improve targeting.
It happened on May 18, 2022, at 8 AM Pacific Time.
Here’s the official recap of Microsoft Advertising Activate 2022.
Microsoft Advertising Activate 2023
There is no widely documented Microsoft Advertising Activate event for 2023, and Microsoft did not publish an official recap or detailed agenda for that year.
Microsoft Advertising Activate 2024
The 2024 event placed a strong emphasis on generative AI and new advertising tools powered by Microsoft Copilot.
Key highlights included:
- Integration of Copilot within Microsoft Advertising
- Guidance for setting up Performance Max campaigns
- Demonstrations of display and video advertising solutions
- Practical walkthroughs showing how AI can assist with campaign creation and optimization
The event occurred on June 5, 2024, at 8:00 a.m. Pacific Time and included live demonstrations and Q&A sessions with Microsoft experts.
Microsoft Advertising Activate 2025
The 2025 edition focused heavily on AI-native advertising experiences and improved transparency within automated campaigns.
Major highlights included:
- Increased transparency in Performance Max campaigns
- The introduction of LinkedIn targeting within Performance Max
- Development of AI-native ad formats for Copilot experiences
- Expanded insights from the Microsoft Audience Network
- New creative tools designed for B2B advertisers
These updates demonstrated Microsoft’s continued push toward AI-powered advertising workflows and deeper ecosystem integration.
The event took place on May 20, 2025.
🚀 Curious what was announced at Microsoft Advertising Activate 2025? Explore the full recap covering Performance Max transparency, Copilot-powered ads, LinkedIn targeting, and the biggest updates shaping Microsoft Advertising.
Microsoft Advertising Activate 2026
Microsoft has not yet released official details about the 2026 Microsoft Advertising Activate event.
Who Can Attend Microsoft Advertising Activate?
Microsoft Advertising Activate is not a public event. It is reserved for members of the Microsoft Advertising Partner Program.
Partners typically include:
- Digital marketing agencies
- PPC consultants
- Technology partners
- Advertising service providers
Invitations are typically sent via email.
Why Attend Microsoft Advertising Activate?
For agencies and professionals managing Microsoft Ads campaigns, attending Activate can provide several advantages.
Early Access to Product Updates
Partners often learn about new features and tools before they are widely released, allowing them to prepare their strategies in advance.
Insights from Microsoft Experts
The event provides direct insights from Microsoft product managers and advertising specialists, helping partners understand how to use new features effectively.
Better Campaign Optimization
Activate sessions frequently include best practices and optimization strategies that advertisers can apply to their campaigns.
Understanding the Future of Advertising
Because Microsoft shares product roadmaps and emerging trends, partners gain a clearer view of where the advertising platform is heading.
Final Thoughts
Microsoft Advertising Activate has become an important event for partners looking to stay informed about the latest developments within Microsoft Ads.
From automation and Performance Max campaigns to AI-driven ad creation and advanced audience targeting, the event provides valuable insights into how Microsoft’s advertising ecosystem continues to evolve.
For agencies and PPC professionals working with Microsoft Advertising, keeping an eye on Activate announcements can help ensure you stay ahead of new tools, features, and strategic opportunities within the platform.
Hana Kobzová is a freelance PPC specialist and the founder of PPC News Feed. Named among the TOP 100 Most Influential PPC Experts 2026, she is also a Google Ads Product Expert and a Microsoft Advertising Certified Professional. Hana delivers clear updates and actionable insights that help marketers save time and work smarter.