Google's New Chrome Ad Filter / Blocker and what you need to know

Pop-Up Ads

Same as for desktop and a lot more fiddly to shut down on mobiles. Now screened out by the Google Filter.

Prestitial Ads

Classic take-over / splash screen ads which impose themselves on the user and cannot be easily navigated around.

Auto-play Video Ads with Sound

Same again for desktop - video ads starting by themselves and at full volume - Google will screen these out.

Poststitial Ads with Countdown

Sort of screen take-over ads which force you to withness the ad for a set period - usually 5-30 seconds.

Density >30% of Total Content Area

This one took me the longest to understand. It actually means the total proportion of ad real-estate as a proportion of the height of the entire main content area. In Affino terms this means everything within the Prime Content Area - and all the Ads together (campaign placements) which occupy that space cannot amount to more than 30% of the height of the total prime content area!

Flashing Animated Ads

I'm frankly still surprised I see these - but there are still some of these around which fight for attention by being as destracting as they possibly can - a little like an annoying neighbour who keeps leaning on his car horn.

Large Sticky Ads

Same as per desktop - anything occupying more than 30% of the total screen real-estate, which differs significantly from the 'Density' rule which is as a proportion of the entire content real-estate.

Full-screen scroll over ads

These can appear in a number of ways - sometimes they look like they are scrolling above the content, and sometimes through an expanded slot beneath, but the mechanism is the same - you are compelled to scroll through the full screen ad and cannot avoid it by other means.

Further Resources

The Coalition for Better Ads has a series of really smart and very clear animations here:
www.betterads.org/standards/

Which I recommend viewing if you are still confused.