If you set brand image aside and just think about the huge amounts of money at stake, it becomes obvious that the whole app tracking transparency thing is just Apple taking over the ad market on iOS. They invented the term “cross app tracking” and defined it to not include their own conversion tracking through their various apps to purchases of their advertisers’ products via Apple Pay. Then they forced their ad-sales competitors to send all their conversion data to Apple, while providing separate APIs with richer data to their own advertisers.