IOS 14 introduced several privacy changes that are now becoming mandatory for developers, which has resulted in the dissatisfaction of some large companies with Apple. However, Twitter CFO Ned Segal said he is not concerned about these changes, as he believes it may even have a positive impact on smaller companies.
Speaking at Morgan Stanley’s Technology, Media and Telecom Conference on Wednesday (via CNBC), Segal said Twitter is feeling confident about privacy changes on iOS 14, which includes a new option that will not allow apps track users unless they manually choose to join.
According to Segal, much of the data collected by Twitter is not linked to a device ID, so he believes the company will not be affected by the new privacy options in iOS 14. “We feel very good about our ability to take advantage of this combination, “he said.
More than that, Segal sees this as an opportunity for Twitter and other smaller players to compete fairly with big companies like Facebook – although he did not mention Mark Zuckerberg’s platform. The Twitter CFO argues that these changes implemented by Apple in iOS 14 are “leveling the playing field”, which should positively impact the industry in his opinion:
IDFA, in a way, will level the playing field. We are in an industry where many were much better than Twitter, historically, in taking advantage of all the data that was available to them, from device identification to what people were doing on other sites. When we all have the same set of new challenges that we have to face, leveling the playing field will have a really interesting impact on the sector as a whole.
Segal also said that Twitter does not want to be “in a hurry around IDFA”, suggesting that the company will wait and see what happens before asking users to enable the tracking option on iOS. Despite Segal’s comments, Twitter confirmed last month that the company expects a “modest impact” on its revenue this year due to iOS 14 privacy changes.
The new Tracking Transparency App will be available to all users starting with iOS 14.5, which is currently available to developers and users registered with the Apple Beta Software Program.
Application tracking transparency is a new feature that requires applications to request permission from users before tracking them on other applications and websites. Users will also be able to see which apps have requested permission to track them in the iOS settings app.
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