Personalized advertising is a familiar format for Internet users, but not for players. In games, if there are advertising banners, they are common to all players. For example, ads can often be seen in football games, racing games, or on billboards in games of other genres. It looks like Microsoft wants to personalize these ads.
The media drew attention to the Microsoft patent (you can read it here) which was published on December 1, 2022, and filed in May 2022. This patent describes the use of personalized ads in Xbox games. It is assumed that advertising will be shown to players in projects that are connected to the Internet. The patent states that advertising will be integrated into the gaming environment as much as possible, for example, it will be shown on a billboard or as a running line in a stadium, distracting it from the usual gameplay.
Recall that a few days ago there were rumors that Microsoft may be preparing to release a new cheap Game Pass tariff with advertising.