Given the choice between a lot of data about me given to a small provider and somewhat less data about me given to Google, I'd generally choose the former.
Security matters if your concern is the data leaking to a potential malicious actor. The concern that I'm speaking to is the intended use of the data. Google is definitely going to use it for ad targeting and building a "shadow profile", but a small developer probably won't. This one says they won't, but even if they do they're likely to be much less effective than Google would be.
Having a random developer create a shadow profile isn't the same.
The scale is vastly different and can be used to track you from site to site.
There is 'justice' in the blog creator using analytics data to to improve the experience of blog visitors: a user's data will, theoretically and in aggregate, create a better experience for that user in the future. The class of 'users who browse this page' gets a benefit from the cost of providing data.
Selling browsing information to advertisers is sort of 'anti-justice'. Using blog visitor data to track and more effectively manipulate those visitors elsewhere on the internet into paying people money. The blog visitor's external online experience is made worse by browsing that blog.
This cannot be stressed enough. At my day job I write reasonably secure software on a team for big clients, then at home I write reasonably secure software independently for small clients.
Come new security issue, the big clients at day job get first priority. Not because they are big and not because they are paying more, but rather because as a team we can reallocate resources and work on issues in parallel. At home, there is only one Dotan to work on each independent client in series.
I can’t say I love having Google track me, but I don’t feel any better about someone else doing it either.
Why is Google security better than anyone else? Monopolies often have more resource, but lack motive, because they are a monopoly. Without transparency we have no idea how secure Google's systems are, but we do know Google has been hacked before.
Also, Google knows how to make profiles and it knows the importance of that data amd keeping it safe. It is also somewhat answerable to Consumer groups,users,shareholders,regulatory bodies. Indie dev doesn't know how to make good profile, more likely to sell the data to make revenue. Not ridiculing indie devs, just ridiculing your assumptions that if a solo dev is an angel.
https://www.labnol.org/internet/sold-chrome-extension/28377/