[lapnitnelav]

1) Google, thanks to its acquisitions / strategies is actually all over the web, and has a hand in every single part of the ad tech stack (outside of walled gardens). It's problematic

2) As a consequence of #1 (all those Google Analytics install collecting data) and their properties (YT, Search, etc...) they have excellent data on pretty much every one.

As a matter of fact, someone in the industry made a test on Grindr to see what kind of audience quality each player had in the adtech world. Google was the best provider and by a large margin.