And I'd say that a significant portion of the remaining 16% is a byproduct of platforms for selling ads (e.g. Android) or just monetizing infrastructure Google had anyhow to serve ad related services (GCS, Google Drive).

The one thing coming to mind which is not designed to boost advertising is their Pixel line (after they killed the rest of their hardware, of course) but even that is not as much of a standalone activity as it is a way to effectively steer the future of the Android ecosystem.

Ask yourself this: Which Google products or services would have justification as standalone P&L units, without collecting user data and sending it to the mothership? Not too many.

Android

Cloud

X

Waymo

Play (the non-admob parts: app hosting/monetization, licensed content providing (music, movies/tv).

ChromeOS / Classroom

The entire Hardware division (which now includes Nest)

An awful lot of the Geo/Maps org is oriented away from direct advertising.

FWIW, you didn't ask, and my answer didn't include, other significant pieces of Google investment that are not remotely ad driven, like Deepmind & the entire RMI (Research & Machine Intelligence) organizations.