I think this is common misunderstanding. Imagine I had a free app, I was showing ads, when there was IDFA, Facebook audience network was pricing individuals, y

I think this is common misunderstanding. Imagine I had a free app, I was showing ads, when there was IDFA, Facebook audience network was pricing individuals, you had value $1 (for sake of argument lets say 10% chance to buy what is advertised) for some advertisement, I had maybe $0.01 (0.1% chance to buy). Imagine I had 1000 users, 10 like you, 990 like me. Total value was $19.9 ( will net approx 2 sales ) Now we are a 1000 user pool with chance to buy (0.2%), and will be priced accordingly, will be like approx $0.02. Actually nothing will be changed. Except, the middle man, facebook, will compete with other ad networks with commission, it means more revenue for developers. More privacy for consumers. For advertisers, on bigger ones, there will be not much effect. For smaller advertisers, there will be more work involved, but ad networks will manage that (from opt-in IDFA users). Ad networks eventually will discover you sources (apps you can advertise on positive ROI) Eventually some small advertisers may have small disadvantage on this.