I found this cool page that explains how to disable all the built-in ads in Windows 10 if anyone is interested.
Apparently now there are lock screen ads, recommended apps in the start menu, pop-ups in the notification area, ads in Windows File Explorer, Live Tile ads, Windows Ink Workspace ads, and Cortana bounces in the taskbar to get your attention.
Pretty crazy stuff!
I have not seen this myself I guess because I use a paid business version of Windows 10. For those who are using a free Windows 10 version I hope this helps you get rid of those annoying built-in ads!
The nice thing about this page is that you just need to change some settings in Windows itself. No downloads or weird blocking of hosts are required that can cause you unexpected technical issues later.