Testing has been conducted since September 2022
Microsoft initially launched the Microsoft Store Ads program in test mode in September 2022. According to the blog post, developers can now run ads in the app store through Microsoft Advertising (Microsoft’s online advertising platform).
As noted by Microsoft, developers can promote completely new applications or a major update to an existing one. Also, when displaying ads, user preferences can be taken into account. For example, a store might advertise a racing game for people who have already proven themselves to be racing fans.