It seems to me that a good way to accomplish this is to install an ad blocker into smart phones/tablets. Idealistically, the ad blocker should be disabled by default (and, of course, easy enough to manually enable), and easy to remove completely. Users should also be able to customize exactly what is blocked, to the extent possible. And all of this should be done entirely using a smartphone app, not by some ISP mainframe. "The cloud" should not be deciding what ads you block.
Anything beyond this should be considered a breach of net neutrality. If the users don't have control over which "ads" get blocked, I will fail to see any choice other than to assume this is an attempt to undermine net neutrality while making themselves look like the good guys. I've heard too much about "porn" and "child porn" filters, which filter everything from porn to news, to grassroots campaign sites. ISPs want to make the internet act more like cable/satellite TV: you get "bundles" of websites, rather than a free/open internet. Let's stay vigilant, in case they turn the internet into a walled garden.