Twitter is not concerned about the upcoming changes in ad tracking that Apple plans to implement in iOS 14.5, Twitter CFO Ned Segal said at Morgan Stanley’s Technology, Media and Telecom Conference.
/article-new/2021/03/Twitter-Feature.jpg?resize=560%2C315&ssl=1)
Segal said that Twitter does not rely heavily on device ID or IDFA, which is what Apple will restrict through a new prompt that will require developers to obtain user permission before IDFA can be used for tracking purposes. adverts.
We see the unique signal that Twitter has with a growing audience, with better formats and more relevance and the ability to make better use of that signal, much of which is not linked to a device ID. We feel very good about our ability to leverage this combination.
Segal explained that he expects Apple’s IDFA restrictions to “level the playing field”. Other companies have taken better advantage of the data made available to them, but now everyone will have the same challenges, giving Twitter the opportunity to compete better with giants like Facebook.
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.
Twitter plans to wait, instead of asking its users immediately if they want to opt for IDFA tracking via a pop-up. “We don’t want to be in a hurry around IDFA,” said Segal, explaining that app developers have only one chance to request access to the device ID. “You want to ask in a really careful way” and “take the time to learn” before “asking a question like that,” he said.
Changes to Apple’s application tracking transparency are incorporated into iOS 14 and are implemented now, but beginning with iOS 14.5, Apple will apply the rules. All application developers will need to ask for permission before using IDFA to track a user on websites and applications, and if a user declines, developers must respect that choice and not engage in other cross-application tracking methods.
Facebook has been fighting Apple’s planned privacy changes and claims that small businesses will be unfairly impacted, but Apple has not changed plans to implement the IDFA prompt and Facebook and other developers will be forced to use it after launch. of iOS 14.5 in the spring.