Twitter CFO Ned Segal
John Chiala | CNBC
Twitter CFO Ned Segal said Wednesday that the social media company is confident as it prepares for Apple’s planned privacy update for iOS 14, which will make it easier for iPhone and iPad users to prevent businesses from tracking. your activity to target ads.
“We looked 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 is not tied to a device ID,” Segal said, speaking at Morgan. . Stanley Technology, Media and Telecom Conference. “We feel very good about our ability to take advantage of that combination.”
Apple’s upcoming privacy changes will inform users about device ID tracking and ask them if they want to allow it. Tracking is based on a unique device identifier on each iPhone and iPad called IDFA. Businesses that sell ads for mobile devices use this identification to help target ads and estimate their effectiveness.
Apple has said that the change will be implemented early this spring.
Segal said the changes to IDFA could present an opportunity for Twitter to compete more effectively against its peers.
“IDFA is going to level the playing field in a way. We’re in an industry where many were far better than Twitter historically at leveraging all the data that was available to them, from device identification to what people were doing. on other websites, “Segal said. “When we all have the same set of new challenges that we have to face, leveling the playing field is going to be a really interesting impact on the industry as a whole.”
Segal said Twitter plans to sit back and wait rather than immediately asking its iOS users if they want to opt for IDFA tracking, as Facebook plans to do.
“We don’t want to be in a rush for IDFA,” he said. “You only get one chance to ask someone if they can have access to your device ID to show you more relevant ads. You want to ask in a really thoughtful way and you want to take the time to learn from the industry and the wider ecosystem before you do. a question like that. “