Twitter is not worried about Apple's privacy change, says company CFO Ned Segal

Much has been said about Apple's new privacy change with its iOS 14 update that requires users to opt in to allow companies to track their advertisements. Social media giants like Facebook and WhatsApp have expressed their dissatisfaction with Apple's privacy change that will take user's consent or permission. Google had also noted that the change will impact the advertisers as it will affect ad revenue. Twitter, however, is not worried about Apple's privacy change.

Twitter Chief Financial Officer (CFO) Ned Segal on Wednesday said the social media giant feels good about Apple's upcoming privacy change and Twitter's ability to leverage the change. He also noted that Twitter as a service is not tied to a device ID. "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 who was speaking at the Morgan Stanley Technology, Media, and Telecom Conference said.

He also said that IDFA will pose the same challenges for all companies in the industry and give a level playing field in the industry. "IDFA in a way is going to level the playing field. 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."

Facebook has already notified its users through several blog posts and notifications of how badly iOS 14's update will affect advertisers, publishers, and developers. Facebook CEO Mark Zuckerberg has also called Apple one of its biggest competitors and urges users to accept tracking when they do see the privacy notification "for a better ad experience."

Twitter, however, is of the view noted that it does not want to haste around IDFA. "We don't want to be in a rush around IDFA," Segal said. "You only have one chance to ask somebody if you can have access to their device ID to show them more relevant ads. You want to ask in a really thoughtful way, and you want to take time to learn from the industry and the broader ecosystem before you ask a question like that." Meanwhile, Apple has begun prompting iPhone users in India and elsewhere for certain apps that need to track you across other apps and websites.

Earlier this year, Apple CEO Tim Cook in a tweet replying to Zuckerberg's concern wrote, "We believe users should have the choice over the data that is being collected about them and how it's used. Facebook can continue to track users across apps and websites as before, App Tracking Transparency in iOS 14 will just require that they ask for your permission first." Last year, Apple in a developer update had noted that it is "committed to ensuring users can choose whether or not they allow an app to track them."