[jlj]

It's likely a simple case of following the money. Cost per action (CPA) ad pricing becomes a lot harder when you can't track people as easily, and that is likely a very lucrative ad format for FB.

Here's a good writup on the different types of ad pricing. There are a lot more features these days beyond clicks and impressions.

https://blog.wishpond.com/post/74072092834/facebook-advertis...

[definitelyhuman]

Bingo. ValueOptimized and CPA, on top of lookalikes drive huge revenue, and all become effectively useless. They retain their massive audience, but their differentiating value is severely challenged by this change