By default, Windows 10 is set to present you with personalised adverts that are ‘relevant’ to you on sites that you visit and ad-supported apps you use.
These are based on information about your previous activities stored in cookies on your PC. Windows 10 is certainly not the only software that does this. Android, iOS, Google and others all have similar personalised advertising features built in.
How do you control it?
Go to Start > Settings > Privacy > General and switch off the option labelled Let apps use my advertising ID for experiences across apps.
You’ll also see a blue link at the bottom of the page that says Manage my Microsoft advertising and other personalisation info. Click this and you’ll be taken to choice.microsoft.com/en-GB, where you can choose to disable personalised adverts.
You can disable them on all devices you sign into with your Microsoft account. This won’t block all the adverts you’ll see, or prevent cookies from being stored on your PC. You’ll still see adverts when you go online – they just won’t be personalised ones.