The Advertising Profile
When you install Windows 11, Microsoft automatically generates a unique string of characters tied specifically to your user account, known as an “Advertising ID.” As you use built-in applications, download software from the Microsoft Store, or browse the web, the operating system tracks your behavior and logs it against this ID. This profile is then utilized by developers and advertising networks to display highly targeted, personalized advertisements directly inside your applications. If you believe your desktop operating system should not function as a data-collection engine for marketing firms, you must completely disable the advertising identifier.
How to Turn Off the Advertising ID
You can permanently revoke the operating system’s permission to build and share your profile via the Privacy settings.
- Click the Start Menu and type Settings, or press the Windows Key + I.
- In the left-hand sidebar, click on Privacy & security.
- In the main window, look under the “Windows permissions” section and click on General.
- Look for the very first master toggle switch labeled “Let apps show me personalized ads by using my advertising ID.”
- Toggle this switch to the Off position.
Generic Advertisements Only
The change takes effect instantly. Windows 11 will immediately block all third-party applications from accessing your unique tracking identifier. While you may still see advertisements in free applications or within the Microsoft Store, they will be entirely generic. Because your behavioral profile is no longer accessible, the advertising networks cannot track you across different apps or target you based on your personal usage habits.