Microsoft is testing a controversial feature in the latest Windows 11 Insider Preview Build: ads in the Start menu. These “treatments,” as Microsoft calls them, encourage users to sign in with a Microsoft account (MSA) and highlight the benefits like device backup, personalized security, and cloud storage access.
The ads are currently being displayed to Windows Insiders in the Beta Channel in the US, but they will not be shown on commercial devices (devices managed by organizations).
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What are these Ads and Why is Microsoft Testing Them?
The ads appear as pop-ups within the Start menu, highlighting the benefits of signing in with a Microsoft account. These include features like device backup, personalized security settings, and cloud storage access. Microsoft views this as a way to promote its services and potentially convert more users to paying subscriptions.
User Reaction: A Mixed Bag
The introduction of ads in the Start menu has been met with mixed reactions from the tech community. Some users express frustration, viewing it as an intrusive marketing tactic within a core Windows feature.
Others are more accepting, considering it a potential trade-off for a free operating system.
A History of In-App Promotion
This isn’t the first time Microsoft has experimented with in-app promotion. Previously, ads for Microsoft Editor appeared in File Explorer, and the company also promoted Edge within the Windows 10 Start menu. This latest test suggests a potential expansion of this strategy.
The Opt-Out Option: A Glimmer of Hope
There’s a light at the end of the tunnel for users who dislike the ads. Windows lovers have discovered a potential opt-out option hidden within the Settings app.
This feature, expected to be available under “Personalization > Start,” would allow users to disable “account-related notifications occasionally in Start.”
User Feedback and Future Implications
Microsoft’s testing of Start menu ads reflects their broader strategy to promote services within the Windows ecosystem. User feedback on this test will likely determine the fate of this feature. If user disapproval is strong, Microsoft might scrap the idea entirely.
However, if the response is lukewarm, it could pave the way for more targeted advertising within Windows.
It’s important to stay vigilant and monitor future updates. While the current test focuses on promoting Microsoft accounts, it raises concerns about the potential for third-party advertising in the Start menu.
The Final Word
The introduction of ads in the Windows 11 Start menu is a bold move by Microsoft. While it remains to be seen if this feature becomes permanent, it’s a development worth keeping an eye on.
Will it become a user annoyance, or can Microsoft find a way to integrate advertising seamlessly? Only time and user feedback will tell.
