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.
When piholes go mainstream they are fully cooked. Even tech illiterate in your family won’t get the ads
I tried to give my mom a pihole, she made me get rid of it because it broke the NY times and some rando mobile game she plays. Some people can’t be helped.