Oh of course, "Sony Too™"
So like always...who's the source? How credible are they? What's their track record? Do they have any investments in things that are a conflict of interest? And lastly, we've already seen this go around before with used games and DRM back in 2013; if Microsoft were smart they'd not push this and if Sony were smart they'd just repeat what they did in 2013.
EDIT: Also I'm just gonna come out and say it, this feels like a pretty conveniently timed leak in response to the negativity this ad program was generating on the Xbox side. Like people will accept the concept better if Sony's supposedly doing it as well. Maybe some people would; I personally wouldn't.
The only offering from any platform holder where this makes sense would be their game subscription service. That's it. And that's only because it would mirror the cable TV model. If I'm paying for my games outright, I shouldn't have to deal with ads breaking up the immersion, save that for people playing the game through GamePass or PS+ game streaming feature.
"Oh it'll just be for F2P", that's how it starts. Nope.
Those were integrated ads into the game world, where you'd have an in-game billboard as an asset on a course maybe featuring a real-world product. That kind of ad integration, I'm generally okay with, because at least it fits the context of the game world, isn't really breaking immersion, and you can easily avoid it altogether if you wish.
These ad program plans for MS (and apparently, Sony too™), just cram full-on ads in-between the gaming sessions. I'm guessing it'd be at points like load screens, when launching the game, or stuff like that. Even so, would completely ruin the sense of immersion, especially if it's for products you know would not exist in the time period the game takes place in, and you're forced to sit and wait for the ad to finish (or a few seconds to then skip like you can on Youtube).
If there's no console version of Adblock, they can keep that idea in the closet.