This article and EU missing the point.
Everything Google does is to sell Adverts.
They are using all the information they gather from all their services in a way that breaks privacy law and is very creepy and immoral.
They are able to do this because of the way the Internet has to work. A server must know your IP to return data to you.
In the real world the "providers" don't know if you look at the Bill board or listen to radio or watch the TV or DVD or read the paper book.
In the Internet connected world, they do. But worse is that most providers are using Google services in some way, so even apart from Google knowing your email contents (gmail) or documents (Google Cloud / Google Docs) or searches, they know what pages you look at, programs you listen to or watch etc, how long, how often, where you are. Probably often they know who you are.
There is a good reason too why Google wants a single sign in for everything. The near monopoly on many Google services (not just search) is mildly worrying, but not the biggest issue.
The "inventors" and pioneers of Internet and Web were naive in extreme about . But also about "how social pressures" work. It's almost inevitable that security and privacy on the Internet is a huge problem given inherent design. Perhaps each ISP needs to be a "Tor". But also you'll tend to have monopolies. One auction site, one encyclopaedia, one search, one Social magazine, one messaging, one video sharing. It's interesting that "competition" tends to be purely different social groups or languages.
I don't know what the answer is, but it's truly bonkers to believe the "Market" will sort it out on it's own, that anyway only addresses the lesser maybe necessary "evil" of monopolies, not privacy, state control, manipulation of users etc.