Who owns what.

Apple's iOS changes may lead to irreparable harm to Facebook's ad business. This moment has demonstrated to Paul and his fellow performance buyers that relying on one channel (albeit a very effective one) is risky.

https://www.cnbc.com/2021/09/24/apples-ios-changes-hurt-facebooks-ad-business.html

Maybe Facebook shouldn't have given up on their phone efforts so easily?