From your first link: https://clearcode.cc/blog/cookie-syncing/
The results of the cookie-syncing process benefit those mentioned above, as [The AdTech Platforms] are able to exchange user data across different platforms, and therefore, better target audiences with online advertisements.
Sure, TTD isn’t sharing my PII. Instead, they are assigning me a Unified ID, which allows every AdTech data silo to be linked together. Now Nike can connect my PII with my online activity from every data silo. And Nike can share my PII with every AdTech data silo, with 100% accuracy, due to TTD’s Unified ID.
I’m not suggesting TTD is violating any laws. But Unified ID isn’t helping the privacy of consumers. It just makes it worse.