The Unique Tracking Identifier
In Windows 10, Microsoft generates a unique “Advertising ID” for every user account on a device. This identifier functions very similarly to tracking cookies in a web browser. When the “Let apps use advertising ID to make ads more interesting to you based on your app activity” option is enabled, third-party developers who build apps for the Microsoft Store can access this ID. They use it to build a profile of your interests based on the apps you use, the games you play, and the in-app purchases you make, allowing them to serve highly targeted advertisements directly within their software.
While targeted ads might theoretically be more relevant, many users consider this a significant invasion of privacy. You are essentially allowing a network of advertisers to silently track your software usage habits across different applications on your personal computer. If you prefer to maintain strict privacy, do not want your software usage monetized, and would rather see generic, un-targeted advertisements in the free apps you use, you must turn off the Advertising ID feature.
How to Turn Off the Advertising ID
You can prevent apps from accessing your unique identifier via the Privacy settings menu.
- Click the Start button and select the Settings gear icon (or press
Win + I). - In the main Settings menu, click on Privacy.
- Look at the left-hand sidebar and ensure you are in the General section (it is usually the default page that opens).
- In the right-hand pane, look for the very first toggle switch at the top. It is labelled Let apps use advertising ID to make ads more interesting to you based on your app activity.
- Click the toggle switch to turn it Off.
Once disabled, your Advertising ID will be immediately reset and blocked. Apps will no longer be able to track your cross-app behavior, and any ads displayed within free Microsoft Store applications will be completely randomized and generic.