If this issue never occured in the beginning, then your GPU may most likely need to be RMA'd. The fact that your issue is coupled with the crashes may be an indicator of GPU faliure, but this is not always so as there are things on the software side that can also replicate the same issue. Since I hate to recommend an RMA to anyone (that would be my last resort), I would suggest perhaps trying a clean uninstall of drivers and a reinstall. Reinstalling DirectX installations also helps at times, but usually this isn't the most common cause of issues. There is one program which can tell you what manufacturer is your card's memory using (typically Samsung or Micron, mostly Micron, which has had many issues with the 1000-series cards). >>>I BELIEVE THE PROGRAM IS GPU-Z<<< If yours is indeed Micron, see if there is an available VBIOS update for YOUR SPECIFIC card model (Strix, Dual, Turbo, etc) on their website as this may be the issue since alot of these newer cards auto overclock and the Micron memory has had it's share of articacts (colorful glitches, glitches, etc) this time around.
If you want, you can also completely reinstall Windows, though in this case, I may just suggest RMA first in order to avoid losing your progress in Windows (it sucks to have to reinstall programs and custom drivers, especially when you cannot recall every single one of them).
So to recap, clean install drivers (I hate Guru3D's DDU, but at times you may have no choice), check for a VBIOS update for your card (either Google it or check on Asus' webpage) and lastly, decide whether an RMA is right for you, or whether you want to run the risk of reinstalling Windows and having it solve/not solve the issue, THEN RMA.
EDIT: this is an example of a VBIOS update that exists for an Asus model on their support page. Hit Drivers and Tools, select your version of Windows and you will see a section labled "BIOS-Utilities", where sure enough they have an update for stability issues with Micron memory.
https://www.asus.com/us/Graphics-Cards/ROG-STRIX-GTX1070-O8G-GAMING/HelpDesk_Download/
Also, see the addition I added in italics in between the arrows above.