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”.
Not sure how much you can monetise the news feed for a game you already own… The publisher may already control all the things linked to it. If unmonetised things are “ads” now, then the whole Steam UI is a giant ad.