Search in Windows 10

Windows 10 changed the Windows Search experience drastically with a dedicated search bar in the taskbar and Cortana integration. With Windows 10 and its successive feature updates, the company has transformed Windows Search into a dashboard for your most-used apps and recent activities.

Microsoft is now using Windows Search to promote its new services and apps. The first-ever ad in Windows Search revolves around the new Chromium-based Edge browser, which includes a link to download the browser.

The ad is convincing users to switch away from their current default browser and it appears only when your default browser is not the Chromium-based Microsoft Edge.

The ad doesn’t merely put Edge’s name but specifically states that the browser is built to bring out the best of the web. A similar tagline was previously used in Outlook advertisement for Edge.

Edge ad in Windows 10

It’s easy enough to get rid of Microsoft Edge ad in Windows Search as you simply need to click on the close icon.

This isn’t the first time Microsoft has tried to advertise its Chromium-based Edge browser on Windows 10. In February, users noted that Microsoft is putting ads or suggestions in the Start menu to convince users to switch away from Firefox and install its improved Edge browser.

Unsurprisingly, a few users were peeved by such ads, but ads may not be a big problem for many users as long as they highlight Microsoft services. Fortunately, you can dismiss ads within the Start menu, Windows Search or Mail & Calendar app.

More recently, Microsoft started pushing the Edge browser to users of Outlook web service. Users accessing their inbox on Outlook web in Google Chrome are being served adverts claiming that Edge gives you ‘speed, performance and compatibility’.

Like Microsoft, Google has also pop-up ads on its web properties recommending Chrome browser to Edge users, promising better experience and security.

That said, Microsoft will eventually test more ads in Start menu, Search and other areas, but the company will always allow you to turn off or dismiss the ads.

About The Author

Mayank Parmar

Mayank Parmar is Windows Latest's owner, Editor-in-Chief and entrepreneur. Mayank has been in tech journalism for over seven years and has written on various topics, but he is mostly known for his well-researched work on Microsoft's Windows. His articles and research works have been referred to by CNN, Business Insiders, Forbes, Fortune, CBS Interactive, Microsoft and many others over the years.