Ripple effects from ad tracking

Speculative from someone who knows the industry well: * The changes Apple made to Ad Tracking have totally ruined the playbook for DTC beauty brands, who can no longer grow using targeted ads on Facebook (this is well known) * A second order effect of this is that it’s making it harder for new ingredients to get adopted, because the DTC brands were usually the most willing to experiment here. * This in turn slows the pace of innovation in the ingredients industry, especially towards cleaner / more sustainable / more natural alternatives.

I can't prove or disprove this, but it does make intuitive sense.