This is the bigger story around AMP for me at least. I wonder if this would give them the ability to provide impression-level data in Universal Analytics for d

This is the bigger story around AMP for me at least. I wonder if this would give them the ability to provide impression-level data in Universal Analytics for display ads not run through DCM if a given placement/site uses AMP. If they log the ad loading, and can parse the metadata from it, they can in theory use that to populate impression data and view-through conversions in UA. Talk about a brilliant strategic move if this pans out since they'll be speeding up the web, gaining a massive dataset they didn't have access to before, and building a nice moat along with it.