BD, I agree Facebook is a curse on humanity and it's nearly impossible to find a website that doesn't have a FB hook. I submit Google is even worse as virtually all of those same websites use Google APIs, googletagmanager and googletagservices. They have also been at it much longer. In my book, both are evil and I avoid both to greatest degree possible. You use FF, check out the uMatrix addon. It can be a pain going to a new site and having to individually allow the many links it tries to dump on you in order to get the site to work, but well worth it in my book. Some sites, I just leave as there's simply too many forced links. I also use the Cookie auto delete addon. Puts cookies in a container and blocks them - unless you allow them for the session or permanently - and unless in the permanent list deletes them when leaving the page. Treat trackers the same way. Everytime I log into ebay I get an email that an unknown device logged into my account. Funny.One of my degrees is in software development (and have a side business that operates in that world), so I have a pretty decent savvy in how these things operate. Even if you THINK you don't have apps, phones (and all computers for that matter... which is why I choose to use Linux as my main OS) come pre-loaded with tons of software you may or may not know about. At this point, it takes a fairly savvy person to know how to rid your phone of them. There will always be some level of tracking as it's necessary for acquiring signal. But if you can learn how to access your phone's OS as root user, you can really do a lot to mitigate the damage.
My point still stands though on the original topic: The Facebook app(s) are absolutely the worst offender when it comes to invasive listening for the purpose of targeted advertising.
But I am curious about your opinion of Google compared to FB. BTW, I picked up some Hive the other day and down $2.