Look like Ben Thompson was right when he predicted the end outcome of this on Facebook's revenue [1]. He looked at the financials and noted that the real player

Look like Ben Thompson was right when he predicted the end outcome of this on Facebook's revenue [1]. He looked at the financials and noted that the real players on Facebook were the small companies looking to leverage the scale and automation of Facebook to pull customers away from the big players in ways that were never possible. He predicted that once the big players pulled out, automation would kick in, buying prices would be lowered, and spends by small players looking to take advantage of this would be more likely to go up. Fascinating to see how this has eventually played out. [1] https://stratechery.com/2020/apple-and-facebook/ https://stratechery.com/2020/apple-and-facebook/ (scroll down to "Facebook’s Anti-Fragility" to read the relevant section