to be honest, even AppleTV has per app ads I wish I could turn off. Whatever app is highlighted gets to show ads on the top half of the screen. I'd prefer no ads unless I launch the app
If that’s the case for you, I’d recommend putting other apps in your top row.
I have Plex, Podcasts, Soma FM, VLC, and Settings in my top row. None of them show me ads; I get to see what I’m in the middle of watching or listening to and jump directly to that content if I want.
Settings is the outlier, as I like to check the battery status of my remote somewhat often, but again, no ads for any of the apps I listed.