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
6 weeks 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
6 weeks 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
6 weeks 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
6 weeks 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
6 weeks 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
6 weeks 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)

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