X-post from ShieldAndroidTV:
Install Blockada v.4, which is still being updated/supported (sideload - get it from their web site: https://go.blokada.org/apk4 ).
Create a new filter for androidtvwatsonfe-pa.googleapis.com , and turn it on and turn on Blocada blocking.
Clear cache/data for Android TV Home.
The ad banner area now cycles between Youtube/Google Play generic ads with no content at all - only the app names.
Quick, easy, and permanent. Still have access to Google Play updates, and this will survive Shield UI updates - until/unless Google changes their URL for ads. And still get the suggestions for the apps that you have.
Thanks to https://www.reddit.com/r/ShieldAndroidTV/comments/o9fq41/fn_ads_how_do_i_block_them/h3at70d?utm_source=share&utm_medium=web2x&context=3 for posting this URL.
EDIT: Discovered that this does not survive a reboot of Nvidia Shield. This means that you have to clear cache/data for Android TV Home. So, only solution is to block this URL on the router level. But, I can't get that to work on my Asus router, even though it has a URL Block list. Any advice on this would be appreciated.
EDIT 2: Tried a startup manager to force Blokada to start immediately after reboot, but it doesn't start quick enough to work. So, I loaded Launcher Manager and Sideload Launcher 3 . No need for adb connection, but no widgets, which I don't need. Working great, and very streamlined.
EDIT 3: Found a way to do this without using adb. Set up an account and use the OpenDNS website to block the URL. Now you can either use OpenDNS on your router's WAN DNS settings on your entire network (easiest), or you can set the Shield to use OpenDNS by first manually assigning an IP address to your Shield in your router's DHCP settings. Then, go into Shield settings (Network & Internet > IP Settings > Static), set the IP address that you manually assigned, and set the DNS settings to OpenDNS. But I'm sticking with Sideload Launcher 3 since I like the clean look.
Our complaints have made it to the outside world.
https://gizmodo.com/nvidia-shield-tv-owners-are-pissed-about-the-banner-ads-1847185249