Twitter CFO: Apple's App Tracking Transparency Changes 'Level the Playing Field'

Twitter is not concerned about the upcoming ad tracking changes that Apple plans to implement in iOS 14.5, Twitter CFO Ned Segal said today at the Morgan Stanley Technology, Media, and Telecom Conference.

Twitter Feature
Segal said that Twitter does not heavily rely on the device ID or IDFA, which is what Apple will be restricting through a new prompt that will require developers to get user permission before the IDFA can be used for ad tracking purposes.

We look at the unique signal that Twitter has with a growing audience, with better formats and more relevance and the ability to better leverage that signal, much of which isn't tied to a device ID. We feel really good about our ability to leverage that combination.

Segal went on to explain that he expects Apple's IDFA restrictions to "level the playing field." Other companies have been better at leveraging the data made available to them, but now everyone will have the same challenges to face, giving Twitter an opportunity to better compete with giants like Facebook.

We're in an industry where many were much better than Twitter historically at leveraging all of the data that was available to them, from the device ID to what people were doing on other websites. When we all have the same set of new challenges that we have to face, leveling the playing field will be a really interesting impact on the broader industry.

Twitter plans to wait rather than immediately ask its users if they want to opt into IDFA tracking through a popup. "We don't want to be in a rush around IDFA," said Segal, explaining that app developers only get one chance to ask for access to the device ID. "You want to ask in a really thoughtful way" and "take time to learn" before you "ask a question like that," he said.

Apple's App Tracking Transparency changes are baked into iOS 14 and are implemented now, but starting in iOS 14.5, Apple will enforce the rules. All app developers will need to ask permission before using the IDFA to track a user across websites and apps, and if a user declines, developers must respect that choice and not engage in other cross-app tracking methods.

Facebook has been fighting Apple's planned privacy changes and claims that small businesses will be unfairly impacted, but Apple has not budged on plans to implement the IDFA prompt and Facebook and other developers will be forced to use it following the launch of iOS 14.5 in the spring.

Tag: Twitter

Top Rated Comments

ddtmm Avatar
27 months ago
It's pretty obvious Apple is doing the right thing. The only opposition is from companies like Facebook that exploit everyone's personal information for their own enrichment. Haven't heard of anyone yet that has a problem with it, just them. And it's not like they are being banned from advertising (which would be awesome). They just can't target their audience as precisely as they did before. Something's wrong when your business model relies that much on prying into everyone's personal habits and information just to make a buck.
Score: 14 Votes (Like | Disagree)
Rudy69 Avatar
27 months ago
Cracks me up to see them all scrambling like idiots. These changes were supposed to happen a long time ago, it’s too bad apple pushed them to 14.5
Score: 13 Votes (Like | Disagree)
Graphikos Avatar
27 months ago
It's interesting to me how each large (social media) company is reacting to this. Facebook went about it completely the wrong way. In the end, they painted themselves as the villain, all about the money with a very "screw your privacy" stance (nothing new here). Twitter seems to be handling it much better. At least from a PR perspective.

Either way... good on Apple for sticking to it, and them.
Score: 12 Votes (Like | Disagree)
BaltimoreMediaBlog Avatar
27 months ago
Thank God I already have IOS 14.5. Screw them all! I cannot wait until I can click on my first NO!
Score: 12 Votes (Like | Disagree)
Ateam043 Avatar
27 months ago

Facebook and Twitter need to die.
I like Twitter - using Tweetbot to skip on the ads.

Facebook though...that can die.
Score: 12 Votes (Like | Disagree)
and 1989 others Avatar
27 months ago
Good for apple. These social media platforms are dangerous. I cannot wait for the day Twitter and FB are sharing the same dusty cupboard as MySpace and Bebo (version 1.0). Good riddance.
Score: 9 Votes (Like | Disagree)

Popular Stories

iOS 16

iOS 16.4 Now Available for Your iPhone With These 8 New Features

Friday March 31, 2023 8:55 am PDT by
Following six weeks of beta testing, iOS 16.4 was released to the public this week. The software update includes a handful of new features and changes for the iPhone 8 and newer. To install an iOS update, open the Settings app on the iPhone, tap General → Software Update, and follow the on-screen instructions. Below, we have recapped eight new features and changes added with iOS 16.4,...
CarPlay Phone Call

General Motors to Phase Out Apple CarPlay Starting This Year in EV Transition

Friday March 31, 2023 8:43 am PDT by
General Motors (GM) will phase out Apple CarPlay and Android Auto in its vehicles starting this year, shifting to a built-in infotainment system co-developed with Google (via Reuters). GM owns Buick, Cadillac, Chevrolet, and GMC in the United States. It will stop offering Apple CarPlay and Android Auto starting with the 2024 Chevrolet Blazer, which goes on sale this summer. The company plans ...
iOS 17 on Phone Feature

Three New iOS Features Coming to Your iPhone Following Apple Music Classical

Thursday March 30, 2023 7:13 am PDT by
With the Apple Music Classical app and an Apple Pay Later early access program now available, the list of previously-announced iOS features that have yet to launch is beginning to shrink. However, there are still a few features we are waiting for. Below, we have recapped three more iOS features that are expected to launch in 2023, including an Apple Card savings account for Daily Cash,...
wwdc 2023

Three Products We Might See at WWDC 2023

Friday March 31, 2023 3:37 pm PDT by
Apple this week announced the official dates for the 34th annual Worldwide Developers Conference, with the annual WWDC keynote event set to take place on Monday, June 5. The keynote is where Apple unveils new versions of iOS, macOS, watchOS, and tvOS, and sometimes, we get hardware announcements. Rumors this year suggest there are at least three new devices that are set to be unveiled in the ...
iPhone 15 Pro Multi Purpose button Mute Switch Feature Green 2

iPhone 15 Pro Solid-State Button Sensitivity Can Be Customized to Cater for Cases and Gloves

Thursday March 30, 2023 11:36 pm PDT by
iPhone 15 Pro and iPhone 15 Pro Max users will be able to customize the sensitivity of the solid-state buttons on their device, thanks to a new sensitivity toggle in Settings. That's according to details provided by a hitherto reliable source that shared additional details on the MacRumors forums. Earlier this week, the same anonymous tipster revealed that the iPhone 15 Pro models will use...
apple mixed reality headset concept by david lewis and marcus kane

Kuo: Apple Mixed-Reality Headset May Not Appear at WWDC as Mass Production Pushed Back Yet Again

Thursday March 30, 2023 4:50 am PDT by
Apple has again pushed back mass production of its mixed-reality headset and the device may not appear at this year's Worldwide Developers Conference (WWDC), Apple analyst Ming-Chi Kuo today said. Apple headset concept by David Lewis and Marcus Kane In a tweet, Kuo explained that Apple "isn't very optimistic" about whether the headset will be able to create an "iPhone moment." As a result,...
iPhone 15 Pro Periscope Mock Feature

Periscope Camera Lens Exclusive to iPhone 15 Pro Max Will Be Supplied by Largan

Thursday March 30, 2023 1:18 am PDT by
The periscope camera lens that will be exclusive to the iPhone 15 Pro Max will be solely supplied by Largan, according to the 相機鏡頭中獲利-apple-camera-lens-suppliers-face-two-risks-high-53db8da990b2">latest no by Apple industry analyst Ming-Chi Kuo. Rumors about the iPhone getting a periscope lens have been circulating since early 2020, when Kuo first mentioned the possibility. The analyst...