This is IMHO an important distinction. AFAICT Google doesn't sell data to advertisers, they target the ads for the advertisers. It's still annoying, but it's way less offensive than all the data sharing/selling that goes on.
IIUC, it's a much more vetted system than most online advertisers do. Chase has some screenshots [2] which would imply they're not grabbing data at runtime from a 3rd party and it seems very similar to their experiences "adverts" [3].
I think PayPal's Offers is probably the best parallel. [4]
[1]: https://support.google.com/domains/answer/13689670?hl=en
[2]: https://www.chase.com/mediasolutions/solutions
Also, there is no indication that Squarespace has received any user data that is not required for them to take over Google Domain operations (so they would get a user's domains, billing info, etc but not their Google Maps location or their search history).
It’s an old and big business that even uses the same terms as other ad platforms (banks are publishers, advertisers buy placement, etc).
I’ve been involved in the industry for a while and I’m not seeing a single “new” thing in this announcement.