If you have the version 1607 (Win 10 Anniversary Update) installed, you might want to check all of your settings. Some of the controls/settings that you had in earlier versions have gone a way (ie, how updates are handled), and others have been set to what MS wants you to have.
Here is an article that covers Privacy Settings that might help you get things back the way that you had before.
Then, there are ads that MS wants you to have....in the Notifications app and in the start menu. Here is an article that my help reduce or block those and several other tweaks that you may want to explore.