On: Apple's Power Move to Kneecap Facebook Advertising...

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You may overestimate the sophistication of ad buyers, and underestimate the ability of Facebook to convince buyers that their ads are working

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The increased ability to track the efficacy of ads is the value of the tracking that the internet enabled, hence the value of Facebook. Hampering this ability to match ads to purchases reduces the price these ads can be sold at, it is what the whole article and situation are talking about.