What you need to know
- Twitter has welcomed Apple's incoming iOS 14 privacy changes.
- CFO Ned Segal said the move would level the playing field.
- Apple is making it mandatory for developers to offer an opt-in option to IDFA tracking, a key feature of personalized ads.
Twitter's CFO Ned Segal has said the company is confident ahead of Apple's planned changes to iOS 14.
Segal said "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" whilst speaking at the Morgan Stanley Technology, Media, and Telecom Conference, saying "we feel really good about our ability to leverage that combination."
Apple announced in January that long-promised changes would be available broadly from "early spring" 2021 and were made mandatory in a developer released shortly thereafter. One of the best iPhone apps around, is clearly not worried about the move, in fact, it seems to welcome them.
Segal says the changes could actually "level the playing field", given that historically many companies were better than Twitter at leveraging "all of the data that was available to them, from the device ID to what people were doing on other websites". Segal said that all companies having the same set of new challenges would level the playing feel and have "a really interesting impact on the broader industry."
Segal said Twitter plans to sit back and wait, rather than immediately asking users whether they want to opt-in to tracking, noting "you only have one chance to ask somebody":
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Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.
Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9