The filters are also interesting because they involve user choice: the ads are not unsolicited; rather, they are picked by the users. That's pretty interesting.
We've had in-game advertising in video games for a while; certain games that mimic realistic urban environments lend themselves well to this. In some settings, AR could include a density of advertising -- passive or interactive -- similar to the real world without much trouble. In fact, an AR setting devoid of any commercial presence may be unsettling on its own.
[1] https://medium.com/comms-planning/11-branded-snapchat-filter...
[2] http://digiday.com/brands/inside-gatorades-digital-ad-playbo...
Occasionally I'll watch an NHL hockey game and on certain broadcasts I started to notice large banners on the glass behind the goals and thought to myself, "Boy, you pay for seats that close to the ice and you're looking at the back of a banner ad?"
When I noticed the ad changed during the broadcast I realized that it was a virtual projection for the TV audience[0] -- a sort of AR in its own right, since it appears so seamless that I originally thought it was part of the rink.
[0] http://www.sportvision.com/hockey/virtual-advertisements
I'm going to use it to block IRL advertising, not replace it.
No one will put up with virtual ads in AR.