Twitter says it’s not worried about Apple’s upcoming anti-tracking feature.
During an interview, Twitter CFO Ned Segal said he is not worried about the upcoming ad tracking changes Apple will roll out in iOS 14.5.
Segal said Twitter doesn’t rely heavily on the device’s IDFA , which is what Apple will restrict through a new prompt that will require developers to obtain user permission before the IDFA can be used for tracking purposes. ads.
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 face the same challenges, giving Twitter the opportunity to better compete with giants like Facebook.
Twitter plans to wait rather than immediately asking their users if they want to enable IDFA tracking via a popup. “We’re not in a hurry, we don’t want to ask for tracking permission immediately,” Segal said, explaining that app developers only have one option to ask for device ID access.
Starting with iOS 14.5, Apple will require apps to obtain permission from users to collect their random advertising identifier (known as “Identifier for Advertisers” or “IDFA”), which advertisers use to deliver personalized ads and track effectiveness. of their campaigns.
Specifically, users will be presented with a request to allow or deny tracking, if necessary, when opening apps on iOS 14, iPadOS 14 and tvOS 14, as part of the Apple Tracking Transparency (ATT) policy.
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