I've been wondering about this whole affair. The thing that got me wondering is this: Is this really interesting for advertisers?

I mean, let's imagine this works as explained -whatever, let's imagine it does and with no downsides even-. Now as far as I can understand this aggregate information ends up producing something like "this particular ad placed here ends up producing this number of conversions". Is this really something an advertiser wants to know? Maybe to some extent, but to me it sounds a lot more like something an advertising platform would want to know. Which is why I'm not surprised by Meta's interest.

To me this feels like a good tool to avoid paying small websites at all for just having ads. Impressions would be finally and completely discarded as something payable. Now for the ads on your site to earn you something at all you need conversions that you can now reliably track. For a site owner to be paid, they'd need to increase the CTR; they can't just "provide ad space", they have to work to earn clicks.

So maybe -probably- I'm way off here. Maybe someone can correct me. But as I see this, this tool seems very specifically made for the big advertising platforms.