The Edge ads you see when using the search box are called "tips, tricks and suggestions," and they appear because Windows 10 knows that you're using a different browser.

There are some pre-requisites with blocking ads in Microsoft’s new browser. The most important one is that Windows 10 doesn’t include the ability for Edge to block ads by default.

Microsoft's Edge browser will block ads that are deemed too intrusive, a new sign that browsers have begun competing to make the web better for you even if businesses might not like it. It's a ...