Wow, this is awful. Some people reported that these ads are also very petty and not necessarily related to the game, like apparently Elden Ring shows an ad for a licensed mousepad when you hover over the game now…
Edit: Playstation Product Manager says this is actually a new bug. I really doubt it but they do seem to be “fixing it”.
It’s not an algorithm, it’s just the latest news for the game. The news feature has been a part of ps5 since the beginning. This is replacing key art with the picture for the news article/video and the title replacing the games logo.