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I don’t have the time to watch it all, but I remember that the Steamworks Development channel on YouTube had recently-ish released this video about how games get surfaced to players and it also talks about what parts of the store are personalized and which aren’t.
In the video I can only see the small ad on the left side about the Steam Deck. You’re talking about the big banner ad that appears somewhere inbetween the sections? I can only guess they put it there for everyone, or maybe just every region that can purchase a Deck, for simplicity.
I use uBlock Origin + vaft from TwitchAdSolutions, which is currently working pretty well for me. I’ve had some issues before, and every now and then the stream can freeze up when an ad is played. But it’s so much better than having to endure even a second of those mind-rotting ads.