Twitter CFO: Apple's App Tracking Transparency Changes 'Level the Playing Field'

[MacRumors]

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.

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.

Article Link: Twitter CFO: Apple's App Tracking Transparency Changes 'Level the Playing Field'

 

[macsareveryinteresting]

Segal said that Twitter does not heavily rely on the device ID or IDFA, like I believe that.
Twitter might turn into Facebook. Be carful Segal...

 

[TheYayAreaLiving 🎗️]

You can say Good bye Twitter. Privacy and Security over anything.

Be careful... you might turn in to dead Facebook...

 

[Rudy69]

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

 

[and 1989 others]

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.

 

[Agit21]

Facebook and Twitter need to die.

 

[BaltimoreMediaBlog]

Thank God I already have IOS 14.5. Screw them all! I cannot wait until I can click on my first NO!

 

[Ateam043]

Facebook and Twitter need to die.

I like Twitter - using Tweetbot to skip on the ads.

Facebook though...that can die.

 

[Realityck]

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. 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.

Always good to shuffle the deck when it comes to getting too confident as far as social media services.

 

[ddtmm]

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.

 

[LeadingHeat]

Correct me if I’m wrong, but doesn’t the tracking transparency feature mean that if you’re tracking the user at all you have to ask? Not just only if you’re relying on the IDFA method? And that if they are found skirting the rules and Apple finds out (like Twitter coming out and admitting that in this article lol) that their app could get banned?

 

[mtneer]

So if Twitter does not rely on Apple's device ID, then does that mean that they are fingerprinting based on user IP, IMEI, MAC address or other hardware tags?

 

[Baritone_Guy]

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.

Careful what you wish for. MySpace and Bebo were pretty benign when compared to the current apps. Next generation could very well be worse.

 

[ddtmm]

Correct me if I’m wrong, but doesn’t the tracking transparency feature mean that if you’re tracking the user at all you have to ask? Not just only if you’re relying on the IDFA method? And that if they are found skirting the rules and Apple finds out (like Twitter coming out and admitting that in this article lol) that their app could get banned?

I think that's the basic idea. At least, that's my understanding. I would be much happier if Apple were to be disabling their ability to track rather than an honor system. Honor and Facebook technically shouldn't be used in the same sentence.

 

[TheDailyApple]

But...the small businesses!
/s

 

[BaltimoreMediaBlog]

I like Twitter - using Tweetbot to skip on the ads.

Facebook though...that can die.

I prefer Facebook because I can type the longest thing I need to to make a point. Few intelligent things can be said in a limited number of characters on Twitter that hasn't already been said before by somebody else and so many bad ones have been posted since its inception that I'm not interested. But, Mark Zuckerberg? Don't get me started. I love testing his "Independent Fact Checkers" with quotes from highly reputable sources like Johns Hopkins and NASA from friends i know at those places to see them actually tag more knowledgeable people as being suspect. I'll take the 3 days suspension just to make them look thoroughly suspect as a platform.

 

[Graphikos]

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.

 

[velocityg4]

Really though. You're posts and activity are on their platforms. Maybe there are limitations they can track from the device itself. There's still a wealth of ad tracking info on the platform itself.

At least I can't see how an apps privacy rules would effect what is trackable on Twitter, Facebook, &c. They just don't have identifying info of that specific device.

It's all academic to me anyways. The closest I get to social networking is MacRumors and a couple other forums. Although I've considered Facebook to advertise my business. Haven't looked too much into it. Since I'd have to create a personal profile too. Then deal with all the BS of friend requests and posting on that personal profile. As I assume a blank personal profile with just my name with no friends, posts or pictures would be very useful. When linked to a business.

 

[Populus]

Hey! I have a question since this whole "app tracking" thing started.

Apple does say that, despite the fact that you're are asking the dev/company to not track you, this doesn't guarantee that apps won't be able to track you anyways, right? And what about Safari? What if I say Google to not track me using Google Maps app, and then I open Safari and I am magically logged in? How deep is your love is the privacy protection with iOS 14.5?

 

[7149041]

Hey! I have a question since this whole "app tracking" thing started.

Apple does say that, despite the fact that you're are asking the dev/company to not track you, this doesn't guarantee that apps won't be able to track you anyways, right? And what about Safari? What if I say Google to not track me using Google Maps app, and then I open Safari and I am magically logged in? How deep is your love is the privacy protection with iOS 14.5?

Apple can't do anything about server-side tracking. They can just make sure certain information is not sent from your device. But based on your e-mail, IP address they can still infer enough to identify you and build a decent ad profile.

This is why it's called "ask not to be tracked" because it's technically impossible to prevent if the app communicates with any outside servers at all.

The only way to avoid Twitter's tracking is not to use Twitter, block all the spcial login/share buttons in your browser, use Ghostery etc etc. Same for FB and all other major players.

 

[UrbanJoe1]

I know if Facebook isn’t happy this is a good thing Apple is doing.

 

[Shreducator]

After facing a pandemic I seriously doubt small business owners are worried over fallout from facebooks data collection.

 

[0924487]

Thank God I already have IOS 14.5. Screw them all! I cannot wait until I can click on my first NO!

You can just toggle a switch in the settings app and default to NO for all apps and set to block all apps from asking for this permission.

 

[0924487]

If you want a more reliable way for privacy protection. Always install uBO or AdGuard on all of your devices and browsers. Stay away from AdBlock, AdBlock Plus, or uBlock.

 

[nanosaur]

So if Twitter does not rely on Apple's device ID, then does that mean that they are fingerprinting based on user IP, IMEI, MAC address or other hardware tags?

What they’re saying is they have so much data about users and are able to use algorithms and data analysis to determine so much more ‘highly likely’ info it won’t make a material difference.

Regarding MAC addresses, I was really pleased Apple followed Android into randomising wifi MAC addresses in iOS 14. Although MAC addresses (like IMEI) aren’t visible to a website and more recent versions of iOS don’t let apps track it, it was an important step in the right direction for those using public wifi.