“Facebook says changes Apple made that affect how ads work on iOS apps — namely, that it’s now much harder for app-makers and advertisers to track user behavior — will cost it $10 billion in revenue this year.
For context: Facebook is still making an enormous amount of money from advertising — analyst Michael Nathanson estimates the company will generate $129 billion in ad revenue in 2022. But that would mean its ad business will only grow about 12 percent this year, compared to a 36 percent increase the previous year. Wall Street has prized Facebook for its ability to grow at a rocket velocity, and now that rocket may be sputtering.”
https://www.vox.com/recode/22929715/facebook-apple-ads-meta-privacy