Awareness is certainly an issue, but I've enabled adguard's DNS on my mobile device and it does indeed block almost all ads and doesn't cost me any money.

Admittedly, I'd prefer not to depend on third party DNS as a solution, but it's trading one entity having access to my requests for another. I used to be able to do this with a simple hosts file/blacklist solution, but I finally succumbed to the various user-hostile policies of "ability to elevate to superuser is OK on a laptop, but not on a phone" and have not enabled su on my current device (needed to manage hosts file).