I would try using Firefox with the Ublock origin add on and see if they are blocked. Google (chrome) has a vested interest in forcing the ads.
You could also see if DNS Logging gives you anything to block when using chrome.
AdAway should work on both Mobile and WiFi. Unless you have an issue as described by @ktmom
As for how well it worked previously as compared to now, its an "arms race" to block ads, in that the advertisers are probably wiser and more pro-active to the ad blockers, and work harder to defeat them; eg change their hosts more often. I noticed ads slipping through, so I expanded my host sources from the default handful to 30 host sources. My main problem is that I may of gone too far, and am blocking most of the images on a lot of web sites.
That's exactly what I would expect. Have you got it on an auto update? some ads will slip through as the ad-servers (ie hosts) are changed intra-day. ie the "arms-race"
If you see an add on a web page, re-download your host list and reboot (I personally don't need a reboot to see the effects, your phone may act differently differently), then go back to the web page to see if that has cleared the ads.
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