There is a setting to choose what the home button does. My Home Screen looks just like a grid of icons. No ads or anything. The Apple TV app is not the same as the Home Screen.
You can change the apps in the first row to prevent this, but by default the behavior is the same: home screen ads.
Calling this ‘ads’ is disingenuous.
I think there may be an option to turn that off too, I don’t remember.
Honestly I’m never on that screen for more than a few seconds. I don’t find that problematic at all.