They call it “dark traffic” - ads that are not seen by tech-savvy users who have excellent ad blockers.
Not surprised that its growing. The web is unusable without an ad blocker and its only getting worse, and will continue to get worse every month.
I use Mullvad’s VPN and DNS on a router level. Every device on my network is blanketed by it. Some services don’t work, but I am willing to sacrifice their profits for my integrity. Thus, to them I say 然らば fuckmothers.