The cause is likely not money or goodwill: it’s legal privacy rulings. GDPR and the FCO ruling [1] have made it so cross-platform data (like the IG-FB data here to guess if two ad spend users are the same) isn’t allowed without explicit consent. My guess is that’s what’s driving this.
[1]. https://www.theverge.com/2019/2/7/18215143/facebook-whatsapp...