Microsoft has begun testing the integration of ads in the Start menu of Windows 11, potentially showcasing apps from the Microsoft Store.
Currently, the ad feature is limited to US-based Windows Insiders in the Beta Channel.
In a picture provided by the tech giant, the ad is seen located under the "Recommended" tab and promotes the password-managing app 1Password.
Users can opt-out by disabling the "Show recommendations for tips, app promotions, and more" toggle in the Start section of Personalization settings.
"As a reminder, we regularly try out new experiences and concepts that may never get released with Windows Insiders to get feedback. Should you see this experience on the Start menu, let us know what you think," the company wrote in a blog post.
Microsoft's Ad Experiments
Microsoft's recent move to integrate ads echoes past advertising practices seen in Windows 10.
In 2023, Microsoft trialed promotional spots for its services like OneDrive within the user profile menu. The initiative echoes past advertising practices seen in Windows 10.
"This experimentation with ads aligns with Microsoft's history of incorporating promotional content into its desktop platforms," remarked a company spokesperson.
As the new feature is only in its beta phase, the company may gather feedback from testers before deciding on wider deployment.