If I understood ABP and Element Hiding Helper correctly, the rules working on CSS properties of HTML elements DO NOT block, they HIDE.
It means the <div> in question is not displayed but whatever it contents will be downloaded the same.
If you want to actually block something, it must be a file that is retrieved from some URL.
Example:
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<div id="ads"><img="http:/www.example.com/images/example.jpg" /></div>
Pointing the <div> via its ID you will hide the image, pointing the image url you will block the image from downloading.