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.
Like “back in the day” on TV: turning the volume of the ads up to be louder than the program you are watching; bells, horns, alarms; extremely misleading ads (people doing things absolutely stupidly, but suddenly better with product)… Loud and abusive scams is too much of it!