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> 3rd party marketing and tracking pixels are NOT things that improve the experience or performance for the visitor.

But neither is AMP. This seems like a pure land grab to send more info to Google and less to other adtech companies.

Yes, this is true. But when our company (ecommerce) relies heavily on marketing data it becomes an issue. Third party applications that provide UX and UI are impacted as well.

The main issue here is executives believed the hype that an AMP website would result in higher revenue and that is not the case. The money spent on making our website AMP'd could have been spent fixing the current system.

In this case you are trading those all for Google's own.