Microsoft tests ads in Windows 11 Start menu, here’s what it means for users

Microsoft has begun testing advertisements within the Windows 11 Start menu. The company is experimenting with displaying promoted apps in the “Recommended” section, which echoes its previous attempts to integrate ads into its operating system.

Currently limited to Windows Insiders in the Beta Channel within the United States, the ads should help users discover apps from the Microsoft Store, says Microsoft.

By placing promoted apps alongside recently installed and frequently used programs, Microsoft hopes to increase exposure for its store offerings.