This is mostly in favour of advertisers and brand marketing that will be able to reach a wider audience without much trouble. This goes in favour of Google too as it will bring in more ad revenues. For Google it means treating a user as single across all of their different products which will then means a simpler Google experience.
Google’s Director of Privacy, Product and Engineering has said that:
“We can make search better—figuring out what you really mean when you type in Apple, Jaguar or Pink. We can provide more relevant ads too. For example, it’s January, but maybe you’re not a gym person, so fitness ads aren’t that useful to you. We can provide reminders that you’re going to be late for a meeting based on your location, your calendar and an understanding of what the traffic is like that day. Or ensure that our spelling suggestions, even for your friends’ names, are accurate because you’ve typed them before.”