With or without technology, Google is an advertising agency. So, how do you intend to earn money when most people are blocking ads? There is no shortage of offline monitoring.
Google and Mastercard Inc. of Alphabet Inc. have mediated business partnership during negotiations for about four years, three of whom three directly addressed it, according to four people with transaction knowledge. With this partnership, Google acquired unprecedented assets to measure retail costs as part of a strategy to strengthen key businesses from attacks such as Amazon.com.
Google signed a secret agreement with Mastercard to track purchases in the offline world. And I am sure that it will also move to partnership with other banking institutions. This is a way to win the fight with advertising agencies.
check it out: How Google win the war against Adblockers