I've been using browser ad block for more than twenty years now. Back then it was to block flashing banners etc. I use Firefox everywhere so have it on my phone too. Due to this I haven't realised how bad it's become. I didn't even realise YouTube had ads until recently and how ridiculous they are.

I run DNS blocking at home which helps somewhat with shitty devices like Apple that don't give users any control. But my partner was looking at a local news site on her phone on the train the other day and I couldn't believe it. Literally an ad between every single paragraph plus one sticky ad at the bottom. It was like twice as much ad as content. Sickening.