Microsoft starts testing ads in the Windows 11 Start menu
https://www.theverge.com/2024/4/12/24128640/microsoft-windows-11-start-menu-ads-app-recommendations
https://arstechnica.com/gadgets/2024/04/hdmi-customized-ad-insertion-patent-would-show-rokus-ads-atop-non-roku-video/
Roku patent invents a way to show ads over anything you plug into your TV | Ars Technica