I don&#x27;t disagree about the ubiquity of DFP, AdSense and GA.  But unpacking that a bit further...DFP gives way richer data than can be had with AdSense or GA if a publisher is running non-Google ads on their site.  So Google has limited visibility into anyone not using DFP. I don&#x27;t have market data on the adoption of DFP, so while I think it is a safe bet it is the major player still, I&#x27;m not sure what % of sites do NOT use it.<p>And for anything not run through DFP and not on Google inventory, this would now give them visibility into those ads, potentially bid data from the headers, potentially audience data for anything passed in plaintext (surprisingly common), etc.  Or am I missing something in terms of the data they would see?