Twitter CFO says Apple is ‘leveling the playing field’ with iOS 14 privacy changes


iOS 14 introduced several privacy changes that are now becoming mandatory for developers, causing some large companies to be unhappy with Apple. However, Twitter’s CFO Ned Segal said he is not concerned about these changes as he believes this could even have a positive impact on smaller companies.

Speaking at the Morgan Stanley Technology, Media and Telecommunications Conference on Wednesday (via CNBC), Segal said Twitter is confident about the privacy changes in iOS 14, which includes a new option that will not allow apps to track. to users unless they choose to participate manually. .

According to Segal, much of the data collected by Twitter is not linked to a device ID, so he believes that the company will not be affected by the new privacy options in iOS 14. “We feel very good about our ability to take advantage of that combination, “he said.

More than this, Segal sees this as an opportunity for Twitter and other smaller players to compete fairly with big companies like Facebook, although he did not mention Mark Zuckerberg’s platform. Twitter’s CFO argues that these changes implemented by Apple in iOS 14 are “leveling the playing field”, which, in his opinion, should have a positive impact on the industry:

IDFA is somehow going to level the playing field. We are 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. When we all have the same set of new challenges to face, leveling the playing field is going to be a really interesting shock to the industry as a whole.

Segal also said that Twitter does not want to be “in a hasty IDFA”, suggesting that the company will wait and see what happens before asking users to enable the tracking option on iOS. Despite Segal’s comments, Twitter confirmed last month that the company expects a “modest impact” to its revenue this year due to the iOS 14 privacy changes.

The new Tracking Transparency app will be available to all users starting with iOS 14.5, which is currently available to developers and registered users of the Apple Beta software program.

App tracking transparency is a new feature that requires apps to ask users for permission before tracking them on other apps and websites. Users will also be able to see which apps have requested permission to track them in the iOS Settings app.

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