I'm not surprised.
I think it'd definitely be interesting to try this app with a rooted & ad-blocked phone, or even one that just had the data turned off, because the app is still trying to reach out to an ad server whether data is off or ad-blockers are in place. That'll help you narrow down the problem even more.
This same study could be used to tell you how much data an app can use to display an ad. WeatherBug (even tho not a great app to show the data consumption against because I'm sure the app itself uses quite a bit) continues to rotate the ads at the bottom of the app every 30 seconds +/-. I know it's not the same topic, but those with limited plans gotta think of everything (I'm unlimited, but my gf isn't)
Moto Droid 1 : Project Elite v4.2
HTC Thunderbolt : Sold
Samsung Droid Charge : Stock
Moto Xoom Wifi : CM10.1
Samsung Galaxy Nexus : CM10.2
1) display ads
2) spy on the user for "data mining"
What the app actually does is secondary for many devs. This is why I try to find apps that act responsibly. If it runs on boot for no good reason, doesn't stop running eventually after I'm done using it, or any other nonsense or battery waste then UNINSTALL.
As for adblockers, they stifle innovation. Great for the end user except cool apps and web sites that rely on ads get punished. Trust me, stuff is dying off because of adblock. Allow nonintrusive ads if you care to do a good thing.
Once again, let me say: blocking non-intrusive ads strangles benevolent software developers.
Richard Stallman is basically it. Enough wasted energy already. Let's get down to brass tacks.
My first smartphone was a Droid 1. Then I found the Nexus... Galaxy Nexus LTE unlocked & rooted...
AOKP JB build ROM, IMO JB exp Kernel,
Root Apps - Titanium Backup, Root Explorer, SetCPU, ROM Toolbox, Rom Mangler/ClockworkMod, CWMR Touch, Lightflow, SD Maid, Nova Launcher
Ive honestly never had great luck with ad blockers. It seemed like half the time they didn't really work. I also never noticed a difference in battery life when using one, but id sure be willing to try again.