The Built-In Profile
Just like modern web browsers, Windows 11 assigns a unique “Advertising ID” to your specific Microsoft user account. As you use your computer—opening specific apps from the Microsoft Store, clicking on links, or interacting with the operating system—Microsoft builds a psychological profile tied to that ID. They use this invisible profile to serve you “personalized” advertisements directly inside the Start Menu, the Widgets board, and within free apps like Solitaire. If you find the idea of your operating system secretly profiling your daily habits invasive, you must revoke the system’s permission to generate this ID.
How to Turn Off the Advertising ID
You can sever the tracking link deep within the Windows privacy settings.
- Click the Start Menu and type Settings, or press the Windows Key + I.
- In the left-hand sidebar, click on Privacy & security.
- Under the “Windows permissions” section, click on General.
- Look at the very first toggle switch labeled “Let apps show me personalized ads by using my advertising ID.”
- Toggle this switch to the Off position.
The Resulting Experience
The change takes effect instantly. It is important to note that this does not remove advertisements from the free versions of Microsoft Store apps. You will still see banner ads when you play Solitaire. However, those ads will now be completely generic and randomized, rather than highly targeted advertisements based on your personal browsing history and application usage.