The problem is that a lot of the lucrative demographic is leaving or is at least not actively engaged with Facebook. Advertisers like to know very specific deta

The problem is that a lot of the lucrative demographic is leaving or is at least not actively engaged with Facebook. Advertisers like to know very specific details about the demographics they want to target and all that juicy user data from other apps is just too hard to give up. Note their competition: it’s Google. Google does the thing where they try to track everything and if Facebook doesn’t do the same their platform loses value. And so the arms race continues.