Microsoft is an advertising company just like Google, Meta, Amazon, and Apple. Bing search and Edge browser in Windows are a few ways ads are shown to users. Netflix is using Microsoft ads network for their platform to show to their subscribers. Companies pay a lot of money to get preferential suggestions/queries on their stores and search engines.

https://about.ads.microsoft.com/en-us/solutions/microsoft-audience-network

Microsoft generates over 10 billion US Dollars per year in revenue from their advertisement division. The revenue growth from their advertisement business is growing exponentially at around 10 percent every year.