What creeps me out even more is the ads and "automatic bing searches" that are cropping up in the Windows start menu and weather (location) tracker with ads in

What creeps me out even more is the ads and "automatic bing searches" that are cropping up in the Windows start menu and weather (location) tracker with ads in the taskbar. All this enabled by default after a Windows update and active while the user is not explicitly browsing something on the Internet. What metrics Microsoft is collecting?