Surprise, surprise: According to a 2016 article,
"on average, almost half of the data required to view a web page is consumed by advertising,"
https://www.nextpit.com/ads-consume-half-of-your-mobile-data.
The study is terrible; the result, believable. In fact, it must be much worse by now.
See also https://vmst.io/@maphew/113731908628067263
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