I just read this on The Verge:
But, what kind of Ads?
Really, by reading the article it turns out that the “Ads” are just placeholders for applications that Microsoft ‘recommends’ for download, differentiated by country:
Promoted apps are typically used on new PCs as links to encourage Windows 10 users to download Store apps, and different apps are promoted in different countries.
Some promoted apps are pre-installed, but Microsoft notes that they can be fully uninstalled and any promoted items removed from the Start menu. Microsoft has not revealed exactly why the number of promoted apps is doubling, but it’s likely that the company is using it as another method to attract developers to its Windows Store.
A desperate Microsoft attempt to bring developers on its app store?