How would we know if they are doing amazing things with AdWords, if we're all running uBlock/AdBlock/etc?
edit: the Podcast was Talking Machines (about machine learning) http://www.thetalkingmachines.com/
I don't know how reputable PageFair is, but they estimate more than 20% of smartphone users are adblocking now[2].
[1] http://bits.blogs.nytimes.com/2015/08/10/study-of-ad-blockin...
[2] https://pagefair.com/blog/2016/mobile-adblocking-report/