Anyway, the above, as well as:
> If that still doesn't make your campaign profitable, there are broader exclusions and bid adjustments you can make based on age, gender, device, location, parental status and household income.
Really stood out to me - if anyone needed further evidence that Google is still an ad company, and that the free services are about driving ad traffic.
It'll be interesting to see how GDPR affects this. I suppose the sad truth is that Google/alphabet has built a ton of cash on the back of user data, and now no-one else will be able to that as this particular form of business becomes illegal.
But Google is big enough to shift into other growth markets like media manipulation/lobbying and defence contracts etc.