If you want what they are selling, then it does work quite well.. but there are drawbacks.. one primarily.. that made me end up not using it for my whole network and only on my ipad when I don't want ads in a game.
As mentioned in other comments, you can whitelist domains, but unlike the whitelist in ublock or something in your browser, this means you need to know the exact ad server domain/domains. For example if I want ads on for certain websites to help support or troubleshoot my own site then I'm unable to do that or if the wife needs to see an ad in her game to get gems, you have to dig through the logs to find out what ad server its calling.. or set up another profile to not block any ads.
In short, you're not whitelisting the domain you're visiting, you need to whitelist every domain that website might call too. Perhaps most people are okay with then and if so then ignore :)
Another thing I didn't like, which I mean makes sense, but in order to label a device you need to run their client. I had set up nextdns on my router which worked great, but if I wanted different devices to have different rulesets they each needed to run the nextdns client. So good luck knowing which smart device is calling what because you're not going to be installing the client on your Alexa. One other downside of this which honestly I probably could have fixed was their client broke WSL network connections so on my primary device I ended up operating in logged out mode.
That said, I might end up giving it another shot at some point but running on a very limited set of rules rather then the pretty comprehensive rulesets I had enabled. I did like how it blocked the device telemetry calls.. perhaps that is all I need to block and then handle everything else client side.
Hope this helps someone!