So I saw my first TV ad last week after a firmware update, thankfully not superimposed over my computer output, but enough's enough. I had tried not to setup all the TV's network functionality in the hopes that it might protect me from ad content, but I'd been leaving the Smart TV's internet access enabled against my better judgment on the rationale that firmware/software updates might be worth having, but no more of that.
For anyone else with a Samsung Smart display:
It took a few go rounds to figure out how to cripple it's internet access (it has a built in WiFi receiver and no menu option to "disable" internet access once it's gotten it), but I eventually succeeded in turning it off by given it bogus router info (all zeroes). It can no longer "phone home" to receive ads, etc., and as an added bonus it no longer indiscriminately broadcasts itself as an available DLNA option (which I never deliberately enabled, and also couldn't be turned off).
Fortunately I need none of it's "smart" features, so the internet-ectomy is a good solution for me. So far it seems to be working (no more ads), which is good because the next step was going to involve voiding my warranty:
http://www.youtube.com/watch?v=skfDtN63XD4 .
I feel bad for anyone who bought a Smart TV, expecting to be able to use the "Smart" features in a way that didn't involve loads of targeted ads. It's an appliance for heaven's sake