Google always wants to build a platform for advertising. By the way Google’s territory has been limited to online ads.
Let’s us think about a display ad on offline. Sometimes you might see a special offer which is advertised on a shop’s external display and then you visit the shop to look around what their product or service is. In this case a conversion was created by the offline display ad. But, Google can’t track this so far.
Smart lenses for offline advertising
If you wear smart lenses, Google might be able to track what you see on the offline and then Google can track how a conversion is created on the offline. So Google’s advertising service could be expanded to the offline.
Recently Google got succeeded to develop a smart lense. If this is commercialized, the case above could be happend in the near future.