Apparently, In Windows 8.1 there is a feature that snoops what you do in your own computer and sends this information to the Bing search engine online. Then this information is used to bring you better advertisements. I.e. your private information (any profiling of the person is private by law) is collected and sold forward for the quote, "Hero Ads".
Google does these things too. Fortunately unlike with Google, you can disable this feature.
Source: http://www.infoworld.com/t/microsoft-wi ... ing-229907