It's just that Google maybe be a bit hesitant to sell data to 3rd parties, since they abuse them themselves :)
(and this is the price of a 'free' service).
[1]: https://gadgets.ndtv.com/apps/news/google-tracking-user-loca...
Which is the entire point. I know Google is taking data when I use Google products. The problem arises when Google freely gives my data to a random third party company I neither know nor trust, without my knowledge.
For another, I know what Google is. And where it is - they have an address. They're in the US. I could, if I wanted, sue them.
Compare that to a literally limitless number of unknown organisations all across the world? Yeah, I'd say Google is better.
[0] https://blog.google/products/gmail/g-suite-gains-traction-in...
Maybe I'm cynical, but whenever I see qualifiers around a verb I get suspicious. Something like "hey, we're not lying when we said we stopped scanning emails for ad purposes, but we are still scanning to improve other Google ecosystems tools like Calendar".