[telemetry] Add ability to set service.name for spans emitted by the …

…Collector (#10490)

#### Description
This PR bridges the config that is exposed to Collector users to the
internal format expected by the config helpers around the tracer
provider.

#### Link to tracking issue
Fixes #10489

#### Testing
Manual testing performed.

Config:
```yaml
receivers:
  otlp:
    protocols:
      http:
      grpc:

exporters:
  debug:

service:
  pipelines:
    traces:
      receivers: [otlp]
      exporters: [debug]
    metrics:
      receivers: [otlp]
      exporters: [debug]
    logs:
      receivers: [otlp]
      exporters: [debug]
  telemetry:
    traces:
      processors:
        - batch:
            schedule_delay: 1000
            exporter:
              otlp:
                endpoint: https://otlp-gateway-prod-eu-west-2.grafana.net/otlp/v1/traces
                protocol: http/protobuf
                headers:
                  Authorization: "Basic ..."
    metrics:
      level: detailed
      readers:
        - periodic:
            exporter:
              otlp:
                endpoint: https://otlp-gateway-prod-eu-west-2.grafana.net/otlp/v1/metrics
                protocol: http/protobuf
                headers:
                  Authorization: "Basic ..."
    resource:
      "service.name": "otelcol-own-telemetry"
```

Sent this telemetry to the collector: 
```console
telemetrygen traces --traces 1 --otlp-insecure --otlp-attributes='cookbook="own-telemetry"'
```

Resulting in this:


![image](https://github.com/open-telemetry/opentelemetry-collector/assets/13387/b55d281b-8941-4b78-9f16-c08f495b6e89)


#### Documentation
None.

Signed-off-by: Juraci Paixão Kröhling <juraci@kroehling.de>

---------

Signed-off-by: Juraci Paixão Kröhling <juraci@kroehling.de>

.chloggen/jpkroehling_fix-servicename-own-telemetry.yaml

@@ -0,0 +1,4 @@
+change_type: bug_fix
+component: service/telemetry
+note: Add ability to set service.name for spans emitted by the Collector
+issues: [10489]

service/telemetry/factory.go

@@ -51,9 +51,9 @@ func NewFactory() Factory {
 			c := *cfg.(*Config)
 			return newLogger(c.Logs, set.ZapOptions)
 		}),
-		internal.WithTracerProvider(func(ctx context.Context, _ Settings, cfg component.Config) (trace.TracerProvider, error) {
+		internal.WithTracerProvider(func(ctx context.Context, set Settings, cfg component.Config) (trace.TracerProvider, error) {
 			c := *cfg.(*Config)
-			return newTracerProvider(ctx, c)
+			return newTracerProvider(ctx, set, c)
 		}),
 	)
 }

service/telemetry/tracer.go

@@ -11,6 +11,7 @@ import (
 	"go.opentelemetry.io/contrib/propagators/b3"
 	"go.opentelemetry.io/otel"
 	"go.opentelemetry.io/otel/propagation"
+	semconv "go.opentelemetry.io/otel/semconv/v1.26.0"
 	"go.opentelemetry.io/otel/trace"
 )
 
@@ -25,11 +26,31 @@ var (
 )
 
 // New creates a new Telemetry from Config.
-func newTracerProvider(ctx context.Context, cfg Config) (trace.TracerProvider, error) {
+func newTracerProvider(ctx context.Context, set Settings, cfg Config) (trace.TracerProvider, error) {
+	attrs := map[string]interface{}{
+		string(semconv.ServiceNameKey): set.BuildInfo.Version,
+	}
+	for k, v := range cfg.Resource {
+		if v != nil {
+			attrs[k] = *v
+		}
+
+		// the new value is nil, delete the existing key
+		if _, ok := attrs[k]; ok && v == nil {
+			delete(attrs, k)
+		}
+	}
+	sch := semconv.SchemaURL
+	res := config.Resource{
+		SchemaUrl:  &sch,
+		Attributes: attrs,
+	}
+
 	sdk, err := config.NewSDK(
 		config.WithContext(ctx),
 		config.WithOpenTelemetryConfiguration(
 			config.OpenTelemetryConfiguration{
+				Resource: &res,
 				TracerProvider: &config.TracerProvider{
 					Processors: cfg.Traces.Processors,
 					// TODO: once https://github.com/open-telemetry/opentelemetry-configuration/issues/83 is resolved,