https://adblockplus.org/en/acceptable-ads#criteria

If you make a modern-looking long-scrolling article that has an ad somewhere in the middle, it's not "acceptable". If you get a crappy CMS that splits every article into 9 pages with an ad at top and bottom, then it is.

The main weird thing is that 3rd-party tracking is "acceptable" (!)

(I recently added some details on the problem to the Aloodo tracking test, because users have started to assume that ad blockers fix everything. http://blog.aloodo.org/posts/adblockers-myths-facts/ )