With Google, atleast you could choose to directly use google, or you can use tracking blockers. You had a decent level of choice. Without these privacy protections as law, anything and everything you visit, google or not, is available. So, sites that don't have google trackers on them, or don't collect specific data, like what kind of URL's your google account has visited while inside of a site - are now trackable, and sellable.
ISP's also can associate what you've visited to your actual service line. ISP's know if your IP has changed, and everything about your service. Google does not, not unless you've logged in or have cookies of your sessions, both completely optional.
I also don't think that having URL's themselves is a good metric. Google does a lot more than just URL's. Their JS trackers know what you're doing on a page, which gives more context to the data collected. So, Google and the big giants of online advertising I don't think are going to be outcompeted by ISP's any time soon. If anything, I would think that the data ISP's sell would be bought quite cheaply, because its only URL's.