The article says that in 2022 Apple started disallowing first party tracking within providers, actually. So in fact Meta can't do that, while Apple still can.
> As one programmatic ad news outlet pointed out, Facebook was actually hit the hardest by the 2022 first-party rules because its software development kit (SDK) "plugged into so many outside apps and ... its attribution pixels [were] littered liberally across the web."
The article they link to there about the 2022 rules is from 2021, incidentally, and is just talking about other apps embedding Facebook tracking -- i.e. third-party stuff. There's a lot of talking about how "first-party data is valuable to Facebook", but it's all referring to how Facebook wants to use the data from other people.