Windows 11 start menu ads: from "Tips" to targeted marketing?

To maintain financial sustainability for its consumer operating system projects, Microsoft has implemented a strategy of introducing optional advertisements within Windows 11. These advertisements are designed to provide users with relevant recommendations while remaining removable upon user preference.

Microsoft introduced optional advertisements within the Windows 11 Start menu via update. These advertisements function as recommendations for third-party applications and link directly to their listings within the Microsoft Store. Users can dismiss individual advertisements using the "Remove from list" option or provide feedback through a right-click context menu.

Testing confirms the presence of a single third-party advertisement within the Start menu. Users seeking to disable these advertisements can navigate to Settings > Personalization > Start and deactivate the toggle titled "Show recommendations for tips, shortcuts, new apps, and more".

The term "recommendations" employed by Microsoft within the stable channel may encompass a broader scope than solely app suggestions and promotional content.

The phrasing within Windows 11 settings has been revised, explicitly mentioning "ads" alongside previously listed content such as tips, shortcuts, and new apps.

An update within the Windows 11 Canary developer channel suggests Microsoft might be exploring the expansion of optional advertisements within the Start menu. This revision is evidenced by a modified settings toggle phrasing, explicitly mentioning "ads" alongside previously listed content.

However, it's crucial to note that this modification remains confined to the Canary channel, signifying it's not yet an officially implemented change. Additionally, references within the code point towards a potential connection with Microsoft Edge through a new UDK API. This API might facilitate the retrieval of a user's unique identifier associated with their Microsoft Edge profile.

While these observations fuel speculation regarding a potential shift towards personalized, Edge-integrated advertisements within the Start menu, it's important to acknowledge the inherent uncertainty. Ultimately, Microsoft reserves the right to abandon this feature before public release.