I remember there being something like “Brand Killer” being used in real-life in a YouTube video by someone like a University of Toronto professor to block billboard ads while walking around a city. I <i>think</i> it predates “Brand Killer”, but that’s all I have if that memory. Here is the link for “Brand Killer”.
Although not an implementation, Vernor Vinge's book Rainbows End (2006) had personal AR that would overlay reality to their users' wishes, including ads.