This article misses a lot: 1) Facebook doesn't necessarily need the IDFA for optimizing advertising -- SKAdNetwork leaves the door open for ads optimization, ju

This article misses a lot: 1) Facebook doesn't necessarily need the IDFA for optimizing advertising -- SKAdNetwork leaves the door open for ads optimization, just not at the user level. This article reveals how little the author understands about digital advertising. 2) I don't believe this move by Apple increases its "moat" in any meaningful way. Apple was almost certainly motivated to deprecate the IDFA to protect consumer privacy -- the only way this enforces Apple's moat is by substantively differentiating Apple's privacy positioning from other hardware vendors. 3) If anything, deprecating the IDFA harms Facebook moreso than it helps Apple to improve its ability to grow its ads business. Apple has increased the scope of its Apple Search Ads business but deprecating the IDFA doesn't help it there except to level the playing field. The author of this blog is at his best when he's going a mile wide and an inch deep on high-concept subjects like self driving cars and Amazon taking over retail. When he tries to go deep on specific topics, his lack of context often leads him to specious and, frankly, silly conclusions.