Some of the most common reasons people are using ad-blockers include the intrusiveness of adverts, the lack of relevancy and specifically on mobile, the fact that loading of adverts slows down web pages and uses data.
"It is crystalizing to consumers just how sub-optimal the app experience is in digital," Bill Fisher, a senior analyst at eMarketer, told CNBC in a phone interview on Wednesday.
"What we have seen with TV advertising, the value exchange has always been good. For half an hour of good quality content I get one interruption in the middle of that. I move into digital and I am getting bombarded with a lot of ads, they are getting in the way, there are lots of them and not very relevant to me. I think what consumers are now realizing is that they are being able to voice their concerns, saying this industry, this ad-supported free internet actually this value exchange isn't so good."
The rise of ad-blocking has sparked fierce debate between companies providing the software, advertisers and publishers. Earlier this year, Roi Carthy, the CMO of Israeli ad-blocking firm Shine, said his product is "the single biggest threat in the history of advertising". Google and Yahoo both hit back calling the software a "blunt" solution that punishes users and good advertisers.