It seems to be related to some advertising push from a partner named Alfonso that is gathering information cross-platform anything that appears on your screen and pushing advertising to you during playback.
Hopefully not, but that’s what it looks like from early reading.
Glad it helped! I just factory reset my Sony Bravia the other day so it’s fresh in my memory. Agree on all fronts! Couldn’t live in today’s world without my pi-hole 😅.