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.
And just like that, 200 redneck women said in unison “huh, that’s a real pretty name. Schardonayegh. Ooooh, even better -Schardonayegh Lynn. I love it!”