Ad blocking will cause an estimated $21.8bn (£14.1bn) loss in advertising revenues during 2015, rising to $41.4bn in 2016.

That's according to a report from PageFair and Adobe, which found that the number of ad block users globally has increased by 41 per cent over the past year. In Q2 2015, there were 198m monthly active ad block users worldwide.

However, this is still overwhelmingly driven by desktop. While mobile accounted for 38 per cent of all web traffic which passed through the PageFair network in Q2, only 1.6 per cent of ad block traffic came from mobile devices.

This is partly because ad blocking is currently more difficult on mobile – as we recently covered in our Big Issue article on the topic – but, when blocking is made easier for users, there can be considerable uptake.

16 per cent of Android Firefox users, for example, have configured ad blocking in the browser's settings, and with iOS 9 making it easier to block ads in Safari – which represents 52 per cent of mobile web browsing – mobile ad blocking could get a serious boost.