Don’t worry about changing your Apple IDFA privacy

Twitter chief financial officer Ned Segal said on 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 block companies from tracking their activity in targeting ads.

“We look at the unique signal that Twitter has with a growing audience, with better formats and more relevance and the ability to make better use of that signal, much of which is not linked to a device ID.” said Segal, speaking at the Morgan Stanley Technology, Media and Telecom Conference. “We feel very good about our ability to capitalize on this combination.”

Future changes to Apple privacy will inform users about tracking their device ID and ask if they want to allow it. Tracking is based on a unique device identifier on each iPhone and iPad called IDFA. Companies that sell mobile ads use this ID to help target your ads and estimate their effectiveness.

Apple said the change will be launched in early spring.

Segal said the changes to IDFA could actually be an opportunity for Twitter to compete more effectively against his colleagues.

“IDFA will somehow balance the playing conditions. We are in an industry where many have been much better than Twitter historically, using all the data available to them, from device ID to what people were doing elsewhere. websites, “said Segal.” When we all have the same set of new challenges we face, leveling the playing field will have a really exciting impact on the industry in general. “

Segal said that Twitter intends to sit back and wait, rather than immediately asking its iOS users if they want to opt for IDFA tracking, as Facebook intends to do.

“We don’t want to be in a hurry around IDFA,” he said. “You only have one chance to ask someone if you can access their device ID to show them more relevant ads. You want to ask very carefully and you want to take the time to learn from the industry and the wider ecosystem before you ask such a question. “