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Advertising in digital sphere has just got a whole lot more interesting. If transparency, ad viewability and credibility weren't big enough issues for digital advertisers to deal with then the real rise of ad blockers is.
According to WARC, an overview of ad blocking by device between 2010-2017 indicates that:
There were 616m devices blocking ads in January 2017, up 25.5% year on year
The majority of ad blocking takes place on mobile devices
The rate of growth among desktop devices is slowing
Altogether, the number of devices blocking ads has grown at a compound annual growth rate of 62.0% since 2010.