> but if their ads are less effective without privacy invasive user-tracking, then so be it, they’re less effective For end advertisers IDFA is not about effec

> but if their ads are less effective without privacy invasive user-tracking, then so be it, they’re less effective For end advertisers IDFA is not about effectiveness, it's about measuring: we've spent $N on ads at platform X and got Y installs/purchases. Then they can tag those customers with source X and track lifetime value per source. Without analytics like that we are back to times of TV and newspaper and billboard ads, and small business just may not afford that. I think that's the point of original quote. I am not a big fan of Facebook and Instagram, but their ad targeting is indeed best on the market. I understand Apple just want to redirect that cash stream into it's own pocket (see "Apple own search engine" leak couple of weeks ago).