Interesting coincidence that after Apple added App Tracking Transparency to alert iPhone users to the data 3rd party apps collected for ads, adtech had to scramble for alternatives, such as Apple's own ad biz, which grew 238% to $3.7B in 2021 https://www.theverge.com/2022/8/14/23305200/iphone-more-ads-advertising-apple-maps-podcasts-books-mark-gurman-rumors
It also seems Apple's ad tracking rules exempt much of its own tracking behavior since it only shares the data it collects about you with itself and not third parties. At least according to this analysis: https://mobiledevmemo.com/att-advantages-apples-ad-network-heres-how-to-fix-that/
