There is this very good article of Ben Thompson [1] predicting that Zuckerberg won't budge: 1/ large advertisers represent a small portion of FB's ad revenue

There is this very good article of Ben Thompson [1] predicting that Zuckerberg won't budge: 1/ large advertisers represent a small portion of FB's ad revenue 2/ if large advertisers leave and price of ads fall, other "social media ad-dependent businesses" will pick up the slack because they can measure very well their advertising return on investment thus driving the price of ads back up. [1] https://stratechery.com/2020/apple-and-facebook/ https://stratechery.com/2020/apple-and-facebook/