Didn't the Hivemind mention before that for most of the ad content it was out of their hands? It came up around the time of Orcs and Men because there was massive banner ads for it and the WiT said it was a bad game, leading most to question why RPS would run ads for games they don't like. That through some partnership with Eurogamer, ads would be chosen to run on the site. I'd imagine this is something similar to that.