I just responded (1) below to reply (2) by Roku Community Support, waiting for his response.
(1) Hello, can you please tell us how to "just highlight the ad", I checked online it says "Select the ad using the directional pad on your Roku remote" then it says on new Roku remotes that's the OK button. so I clickedthe OK button when the Roku Commercial I want to hide shows up, then I clicked star, I don't get pop windows that gives the option to hide it, instead I am taken to TV Settings to Sleep Screen etc.
(2) @Andreajanelle , and welcome to the Roku Community! We've introduced a new feature and wanted to tell you about it. Your preferences are important to us, and good news, you can now "skip" an ad on the Home Screen if it isn't to your liking. Just highlight the ad, press the * button on your remote, and choose the option to "Hide this ad," and press the OK button on your remote.