Twitter Expects Apple's App Tracking Transparency Changes to Have 'Modest Impact' on Revenue
Twitter today shared its fourth quarter earnings results and provided some details on expected expenses and revenue in 2021. As noted by CNBC, Twitter believes that Apple's upcoming App Tracking Transparency requirements will have a "modest impact" on revenue.
Looking ahead, Twitter said it expects revenue to grow faster than expenses in 2021, assuming the pandemic continues to improve and taking into account an expected "modest impact" from Apple's upcoming privacy changes to iOS 14. However, the company warned it expects headcount growth of more than 20% this year, with overall expenses increasing more than 25%.
Starting with the launch of iOS and iPadOS 14.5, app developers are required to get permission from users before tracking them using an advertising identifier called the IDFA. Many developers and ad agencies that rely on ad revenue and ad tracking are worried that the change will impact income, as most people are not expected to agree to be tracked.
Twitter did not go into detail beyond suggesting the change will have a modest impact on revenue in 2021, but Facebook has been fighting heavily against Apple's planned changes. Facebook has taken out newspaper ads, written blogs, and tried to convince people that Apple is going to kill small businesses by implementing the more stringent privacy controls.
Snap has also claimed that Apple's opt-in ad tracking measures will present a "risk" to advertiser demand, but Snap Chief Business Officer Jeremi Gorman recently said that Snap admires Apple's privacy tweaks and is "well prepared to guide advertisers through the iOS changes."
Twitter, Facebook, Snap, and other app developers will need to comply with Apple's ad tracking consent guidelines starting when iOS 14.5 launches, with the update expected to come in the early spring. Under the terms of the new rules, when a person declines to be tracked, apps are also restricted from using alternative methods to track the user across apps and websites.
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Apple today announced that its App Tracking Transparency privacy measure will be required starting with the next beta versions of iOS 14, iPadOS 14, and tvOS 14. Apple says the software updates will be publicly released in the early spring.
The requirement was originally set to go into effect last September, but Apple delayed to provide developers with more time to prepare.
With this...
Android users, later this year, will have the ability to opt-out of tracking across apps on Android devices, limiting the ability for apps to access their unique advertising ID, Google announced in a support page update (via Bloomberg). The new change, in theory, is similar to Apple's recently launched ATT, or App Tracking Transparency framework; however, it differs in direct...
Facebook today announced its earnings for the first calendar quarter of 2021, and during the call discussing the results, Facebook executives confirmed that Apple's App Tracking Transparency will have a "manageable" impact on Facebook's business starting in the second quarter.
As highlighted by ZDNet, Facebook CFO Dave Wehner said that Facebook is expecting "increased ad targeting headwinds...
Apple today reminded developers that its App Tracking Transparency rules will be enforced starting with the launch of iOS 14.5, iPadOS 14.5, and tvOS 14.5.
When these updates are released, developers will need to get express permission to access the IDFA or advertising identifier on a device to track users across apps and websites for ad targeting purposes.Make sure your apps are ready for...
Apple will face a French antitrust probe into its upcoming App Tracking Transparency feature, following a complaint from advertisers in the country that the planned changes are anticompetitive.
Starting in iOS 14.5, Apple will require apps to get opt-in permission from users to collect their random advertising identifier, which advertisers use to deliver personalized ads and track how...
Following an app update, Twitter today began asking users to enable ad tracking under Apple's App Tracking Transparency rules.
After updating to version 8.65, which adds Spaces support, Twitter users will begin seeing a popup that asks them to "keep ads relevant" by allowing Twitter to track data from other companies like apps used and websites visited.
Tapping "Continue" on the popup...
Apple is facing increasing pressure to tighten its App Tracking Transparency rules after it was found that third parties are using workarounds to identify users who do not consent to be tracked, according to the Financial Times.
Apple rules around App Tracking Transparency, which came into effect as part of iOS 14.5 and iPadOS 14.5, require apps to ask for consent to track users across...
A group of mobile advertising companies today announced the launch of the Post-IDFA Alliance, a partnership that's designed to help marketers and app developers adjust to the ad tracking changes that Apple is implementing with the launch of iOS 14.5, reports Reuters.
The Post-IDFA Alliance will offer up tips that will help advertisers and developers get effective ads in front of customers...
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