Edge Adverts On Homepage

Never had adverts on Edge home screen before.
Updated Edge yesterday and when I launched Edge this afternoon there was an advert is lower right corner of browser window for the "Microsoft Start App" whatever that is.

Also I now see a blue circle on the Edge launch page which when clicked on is currently an advert for their rewards prog.
Is this all something "new" ? I can see no way of stopping this in settings etc.
I may seem paranoid but it is sometimes difficult to distinguish malware from a "genuine" advert.


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Since checking my other machines, they have shown the same information so it appears legit. If only there was a way to disable this stuff.