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FWIW, I own both a Shield Pro and an Apple TV. I use my Apple TV most of the time. I find it a much nicer interface. The only time I use the Shield is with Plex for watching Blu-rays that I've ripped because it supports pass-through of Dolby TrueHD and the Apple TV does not.

The appleTV app might do that, but I use the AppleTV and just avoid the appleTV app and it doesn't interfere with anything. If I had an ad appear one day I'd throw the whole thing away.

If I recall you can disable this on a per-app basis.

This is different from the recommendation "channels" that each app can provide. You can choose whether or not each one shows up on the home screen, re-order them, and so on.

This is a giant banner at the top of the home page that shows ads from random streaming services that you may or may not subscribe to or have installed.