There were close to 200 million downloads of ad-blocking software by mid-2015, according to research firm PageFair, but only 1.6 percent of the blocking was done on mobile devices rather than computers.

That could be changing as mobile ad-blocking software becomes increasingly popular across the globe, particularly after the high-profile move by Apple to incorporate it directly into its latest iPhone and iPad operating system iOS9.

The software tends to be cheap and effective. Quickly installed, it reduces the clutter on web pages, speeds up performance and spares users from some of the click-bait that many find hard to stomach.

"When people are even willing to pay to stop adverts, it gives you an idea of how fed up they are," said Hicham Berrada, head of France de Teads, a video advertising firm.