There is a lot of doubt around the contribution of display, and video as well. By helping arm advertisers with more data/tools to help them understand the impact of the efforts (and optimize against that), they further prove the value of their channel. This would likely help grow revenue as the value becomes better understood. Depending on what that value ends up being, it may even grow margins if they can command higher CPMs as a result.

I've seen you post before, so I know you have a solid understanding of the limitations of the data currently available. I want to be clear that I'm not asking them for a silver bullet. There will always be a need to analyze performance, view the data through the lenses of different models, and apply your own judgement.

But there is most certainly some low hanging fruit that would be a step in the right direction. Let's take the AdWords platform (not using any bid management platform) for example. Off the top of my head some improvements Google could make there would be:

- Making view-through revenue data available within the UI. If I have a conversion tag placed and am passing in revenue, Google has this data. Why they can't display it when they can display VTs is still a mystery to me.

- Search Funnel reports are a nice start with their attribution and path analysis tools. However the fact that they don't have display campaigns in these reports is a real limited. I know you can now get a lot of that in GA, but many advertisers don't have that setup properly, and doing anything at scale in GA these days is a PITA with their reduced sampling threshold.

- Google has the path data, yet for some reason it is still not exposed in the main UI outside of "assisted" metrics. Good luck digging into that data at granular levels as well if you have multiple conversion goals. Custom columns are a start, but they don't go down to the keyword/ad level yet and are still quite limited.

- Google pushes video ads hard, yet the Video Advertising product is for all intents and purposes a separate product. Sure it shares a similar design, but most of your data is siloed from AdWords (with the exception of audience lists).

I could go on, but these highlight some areas where they could do more to prove the value of their offering. When you throw the capabilities of a platform like Adometry into the mix, I'll bet they could throw a LOT more meaningful data at advertisers. Why shouldn't I, as a customer spending large sums of money with them every month, expect access to these capabilities to get the most out of their product?

I realize your point was that they can provide some data, but decisions still fall on me. That is valid, but there's still a lot more they could do to help inform those decisions with what they have available.