Microsoft has a sea of settings that have their best interests at heart. The biggest one being Cortana, and placing ads on the lock screen.
When receiving a new laptop or PC that has Windows 10 installed, there are a number of things that you can do to shut Microsoft out.
Microsoft opts you into everything as default. Opt out as below, but take care that there isn't something here that you actually use. These are just my settings. Camera and mics, still work in Skype or Hangouts, etc.
Even though you may have said no to feedback above, this setting really won't be honoured in any serious way. Occasionally the telemetry service will spin up and start sending stuff back to Microsoft. To completely disable it:
Microsoft in their cheek enabled ads to be shown to you on the lock screen. Disney tickets? Really?
http://www.howtogeek.com/243263/how-to-disable-ads-on-your-windows-10-lock-screen
And then the curtains are closed behind the Windows.
Upcoming changes to Windows, that can be pro-actively disabled as well:
https://www.thurrott.com/windows/windows-10/106424/windows-10-tip-turn-off-file-explorer-advertising (File Explorer Advertising)