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If you’ve come face-to-face with an intrusive, windowless Microsoft Edge ad while using Windows 10 in recent weeks, then no you’re not alone.
This is the latest A / B test (the process of displaying two variants of the same web page to different segments of website visitors at the same time) introduced in the recent batch of updates for the operating system.
Without seeing beyond this
We are no strangers to ads, especially when we understand that this is how websites (like ours) continue to function. That is not to say that we do not find them a nuisance when we enjoy content on sites like Facebook or Reddit, but they do not take over the screen and demand 100% of your attention.
Microsoft’s intrusive “hassle” will appear when you set up your new PC or laptop, click an ad banner within settings, or, our personal favorite, after every system update.
The purpose of the screen grabbing message is, of course, to persuade you to try the new Chromium-based Edge instead of non-Microsoft products, and the ads appear when people use Google Chrome and Firefox as their default browsers. The ads themselves appear through the OOBE (immediate experience, essentially what you use to configure your device), and are easily closed by selecting “do not update your browser settings”, but there is currently no way to disable them from appearing
It will be interesting to see if this attention-demanding approach really works because if the A / B test results are favorable, we will likely be subject to more of this in the future. All of this is not to say that the new Edge isn’t a great browser, and we certainly think it has its merits. That being said, in the spirit of smug kids everywhere who are told what to do: “Well, now I’m not going to do it.”
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