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.
Well, “dark traffic” sounds SCARY. You wouldn’t want to do anything scary, would you? Like, use the computer you paid for to control the content you want to see? /s