I use ABP + Ghostery and most Google ads do not qualify as unobtrusive (I don't use FB). I can't recall having seen a Google ad since installing ABP probably not too long after the new policy (I installed Ghostery a few months later IIRC). E.g. the ads at the top of searches are gone, which is great for me since I use redshift and can never tell where the ads stop and the results begin when it is shifting (it is also nice to not need to scroll down to see actual results, although the re-search as text is entered into the search box thing annoyed me enough that I switched to DDG). For people who installed ABP after the option was added it is well documented.
I think ABP came up with a good list that actually indicates when ads have minimal negative impact. Does following those rules actually harm independent content creation? Before installing ad blocking it was not at all infequent for me to not look at websites at all because the ads were too obnoxious. OTOH, when I find an article valuable I usually look around more at what the site has to offer and would at least see the less obtrusive ads at that point even if I missed them earlier.