What advertisers should know about Apple and Facebook's PPC advertising changes

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In Apple and Facebook's PPC ads, we are likely to see far-reaching changes very soon that will affect the entire campaign performance measurement system.
Anyone who promotes their business using PPC ads on Facebook has probably seen the news over the past few months about the ongoing dispute between Apple and Facebook. What exactly are these giants arguing about, and why should you care?

What is the dispute between Apple and Facebook about?
This conflict has its roots in the days when Apple namibia phone number data released its first iPhone . From the start, its native browser implemented stricter measures to protect user privacy. These restrictions included tighter cookie lifetime limits and other methods that made it harder to target Apple users, despite them being a highly sought-after audience .
As iPhones grew in popularity, additional measures were added to Apple’s app and web ecosystems that continued to limit measurement options and block tracking techniques. However, the current upcoming changes in iOS 14.5 and macOS 11 are nothing short of revolutionary.

Apple's new protocols (ATT targeting mobile apps and PCM - which targets websites) state that there should be no direct connection between the user and the event for the purpose of identifying a specific user.

They argue that an advertiser should only know that a user clicked on an ad and that a user converted on their website. While this may seem incomprehensible, the basic concept is that the advertiser will only learn campaign-level metrics , i.e. that the campaign had a thousand clicks and fifty conversions. Any more detailed information, such as which ad set, specific ad, or demographic group is behind the conversion, will not be displayed.