Microsoft Advertising developers have been quietly building a platform similar to Google Performance Max that the company plans to roll out in the first half of 2023.

Today, Microsoft allows advertisers to import the data into its system from Google’s platform, but the goal is to build a new platform. The setup will transfer to its user interface, so it will take little effort to migrate campaigns.

At Google, the platform, Performance Max, is a goal-based campaign type platform that allows performance advertisers to access all Google Ads inventory from one campaign. It aims to drive performance based on specified conversion goals by optimizing performance in real-time across channels. 

The formal name of the Microsoft platform is unknown. And, it’s not clear how long Microsoft developers have been working on the platform or if any brands or agency partners are piloting to provide feedback.