That FB can do just fine without tracking users outside of FB is true but debatable given how widely adopted is their WCA product, and the fact that they are lo

That FB can do just fine without tracking users outside of FB is true but debatable given how widely adopted is their WCA product, and the fact that they are looking into using their like buttons to track people's activity online to be used for their advertising machine learning. At the same time the data that you voluntarily give to Facebook, while certainly useful for look-a-like campaigns and such, is not exactly that predictive when talking about DR campaigns for which you need to establish an imminent intent of buying something. Using their various tracking pixels, that ad networks cookie match with, they start to collect also that dataset. At the moment they also have 3 different ways to cookie match with partners, all 3 basically required, this also contributes to added latency when loading pages, would be better to have 1. The ad tech market is fairly complex and unfortunately often people make assumptions about datasets, their predictive power or reasons behind why the situation is the way it is without necessarily having done the research about it.