Possibly the most despised feature of Windows 10 is advertisements. They show up in your apps list, lock screen, and even the Start Menu. Sadly, Microsoft plans to double the amount of Promoted Apps that you'll find hiding in the Start Menu when the Windows 10 Anniversary Update is released this summer.
More specifically, the number of Suggested Apps will increase from five to 10. At the same time, the number of "static" apps (stock apps that are pinned to the Start Menu by default) will decrease from 17 to 12.
If you're not entirely familiar with these Promoted Apps, they're considered to be "Programmable Tiles". Designed to look like an app that's pre-installed on your PC, clicking on one of them will take you to the Store to acquire it.