Was supposed to go to a canary group, wasn't supposed to annoy the piss out of every single user for at least 2 more weeks.

They're not a new feed of ads, which makes me believe it is a bug. It's just showing the most recent item of that game's news feed. That's usually patch notes, new season announcement, sometimes an ad for something related.

In normal behavior you see the same content by pressing the down button once.

What if they were beta testing, there might be more to come.