It's sort of an open secret that google's data is not nearly as anonymized as they would like you to believe. I'm only familiar with how advertising data works, and I can tell you that many of their large customers know exactly who they are targeting. It's not anonymous at all.

They are combining google tools and data along with their own in ways that often violate the TOS, but everyone does it anyway. I think some companies have backtracked on this in the past few months, but it is still quite widespread.