Facebook has tried to ban it. Google has attempted to outsmart it.

But no matter what these tech giants do, people’s use of software to block digital advertising — often the lifeblood of companies’ online business models — keeps gaining traction worldwide.

In total, roughly 11 percent of internet users globally relied on ad blockers to avoid some form of digital advertising last year when surfing the web. That equates to more than 600 million devices, from smartphones to traditional computers.

The figure represents a 30 percent annual increase, according to a new report published on Wednesday by PageFair, a start-up that helps companies recoup some of this lost advertising revenue, which now totals tens of billions of dollars each year.

By using software to block digital advertising, critics say, users are breaking an unwritten pact with websites and digital publishers, many of which generate the bulk of their revenue from these ads.