Microsoft Store apps can target you with ads, and here's how you can prevent this from happening on Windows 10.
On Windows 10, every user account gets a unique identifier, known as the "advertising ID," that tracks and collects their activities, which then advertisers and developers can use to show targeted ads in apps.
If this sounds familiar, it's because the advertising ID works like cookies on the internet to "personalize" your experience and show you tailored ads, but the token generated for Windows 10 users only applies for apps they obtain from the Microsoft Store.
Full story from the WindowsCentral blog...