Google does track and some you can turn off. I use Presearch for my searches, Firefox for a browser. I do use drive for several things and Maps. I guess they can steer me where they want but I am the one buying. It happens a lot on other pages also, if you have facebook and look at something on google or Amazon you are seeing adds in your feed for similar stuff.
Not a fan of the tracking but if it gets me adds that are cooking related and car parts instead of exercise equipment and ladies underwear I don't mind.
Apple people I know will be together talking about something, say a kind of shoes and with in a day their feeds and the pop up adds are for what they were talking about, they didn't search for them, apparently Siri listens all the time and then helps send adds. I have had many people just say how odd it is when that happens.
I read through the article most of which I was already aware of. I am puzzled though because a lot of the time if I use Google or Maps when we are out to say search for food near me it has no idea where I am. I am getting listing for things that are hours away. The GF has an Iphone last night she did the same thing her fist go had her in WV someplace and then placed her in Toronto, she gave up, my first try had me where I live, and then I just searched for food near the town I was in.