I noticed some new trends popping up of which I think at least one of them must have had a new feature added to browsers to work properly. Advertisers are definitely getting more aggressive.
1 - The delayed popup box/prompt. When you first load the site all seems normal, but then say 10 seconds later or when you move the mouse a new message appears covering a lot of the screen. Because its delayed it circumvents anti advertising software in the browser which typically are designed to expect this kind of stuff to load on initial page load. These boxes are not necessarily adverts but if they not they usually something encouraging you to register on the website or use an affiliated site. The only mitigation I see so far is basically not whitelisting the site for javascript, as it requires javascript to work.
2 - Autoplay videos, definitely most apparent on news websites, but becoming more and more common round the web. Edge added a feature where you can whitelist specific sites only for it, google developers seemingly refuse to do so, an addon I have can block autoplay video but it seems it doesnt work for these sites. So again relying on javascript filtering. These videos not only autoplay but often follow you when scrolling or may even go automatically to a large size to get your attention. It feels like we going back to the 1990s mess.