In the short-term, this happened. Facebook recovered though, as what Apple actually accomplished was destroying all of the smaller providers who didn't have hug

In the short-term, this happened. Facebook recovered though, as what Apple actually accomplished was destroying all of the smaller providers who didn't have huge first party datasets for modelling. It's similar to the notion that killing third party cookies is basically a gift to Facebook and Google. And lets be honest here, Apple themselves are not subject to ATT and (potentially coincidentally) have a rather large ads business. Many moons ago Apple suddenly started becoming the number 1 provider of installs on Apple as they claimed credit for the click to install which is also bonkers. One can agree that targeted advertising is bad but also note that Apple made these "privacy focused" decisions for commercial rather than idealistic reasons.