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> But who are the FB ads rivals that aren't affected in a similar manner by this change?

Google. Apple's privacy changes restrict tracking from within mobile apps like Facebook and Instagram. Google is primarily browser-based and remains largely unaffected.

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No they don't. They only prevent tracking _across_ apps. Facebook will track everything you do and show you just as many ads in their properties as they did before. This really does harm smaller companies more than Facebook.

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