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Over time, an advertiser should tire of paying for too many clicks that don’t result in sales.) How to avoid ads in Outlook Mobile apps (In theory, the ads are targeted to the user but, as we all know, that’s not reliable. It’s in Microsoft’s interest to trick people into clicking, not so much the advertisers. It doesn’t matter if the user clicked by mistake and shuts down the web page immediately, the advertising supplier (Microsoft) gets paid. In other words, the advertiser pays each time someone taps on an ad to open the linked web page. Online ads are often paid on a ‘per click’ basis rather than ‘per impression’ or display. It’s easily mistaken for a real email and clicked on, which is exactly what Microsoft wants. Not only that, the ad is the top message, the first thing people look at. The ads have the same format as a regular email, right down to the “initials in a circle” on the left-side. There are complaints that the ads are disguised to look like a regular email, despite the ‘Ad’ logo. They aren’t clearly different from the email display, leaving plenty of room for mistaken clicks and annoyed users. Having ads in the ‘free’ version of Outlook mobile is reasonable, up to a point.

The ads appear in the Inbox or the ‘Other’ messages if using the Focused Inbox, more on that below.