If you plan to use ads in your app with the Microsoft Ads SDK, be very aware that at present you must set the age rating of your app to 12+ or else ads will not appear. This is described on Submitting an App with Ads to the Windows Store. You can still submit an app with a lower age rating but no ads will appear, so you’ll wonder what’s going on. Also be aware that you definitely need a privacy policy for your app when using ads or Store certification will reject it.

Update: one developer has told me that his app in the Kid’s category of the Store is rated at 7+ and ads show up, so there might be an exception for Kid’s apps or the ads SDK has been updated to provide for a lower age rating. Check with the ads SDK for current status.

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