Microsoft gave away "free upgrades" to their Windows 10 OS, and now they're populating it with ads. Essentially, they're unnecessarily turning the OS into bloatware, and it's somewhat annoying. Ideally, they'll eventually realize that, just as their aggressive upgrade-prompt campaign turned off users (they subsequently dropped that), their seeding of ads will have a similar effect.
But they've buried the driver for the ads not in Settings, where you might expect to find the driver - it's in File Explorer.
You can turn it off, but you know it don't come easy.
Open File Explorer and then navigate to View > Options > Change folder and search options.
In the Folder Options window that appears, navigate to the View tab.
In the Advanced Settings list, scroll down until you see the option titled “Show sync provider notifications.”
Uncheck that option and then select OK to close the window.
At present, "sync provider" features only Microsoft and partners (OneDrive is a Microsoft product, but other ads such as those for driver update software are from partners, identified as "using Microsoft technology"). These ads will generally pop up in the lower right-side of your screen, and remain there until you dismiss them. It's annoying, and unnecessary.
But at least for now, they're preventable.
Oh, and while I'm thinking about it, there's another issue for laptop owners: ThinkPwn is a zero-day exploit that allows the system to be taken over at the firmware level. Most Lenovo laptops as well as those from other vendors have the vulnerability, which was baked into the Intel board firmware, possibly by accident - although possibly as a "backdoor" into the systems; Intel reportedly fixed that in mid-2014, but information in this regard is sketchy.
I suspect that this may have served as an underlying impetus behind Microsoft's reported consideration of Qualcomm and AMD chipsets in its upcoming Surface Pro 5 laptop/tablet, although Intel's high-speed Kaby Lake processor is still in the running - it's reportedly something that would run 50% faster than the Macbook Air.
I try to stay on top of this stuff so that you don't need to....