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Twitter CFO says Apple ‘smooths the rules of the game’ with changes to privacy in iOS 14

iOS 14 introduced several privacy changes that are now becoming mandatory for developers, which has resulted in some large companies being dissatisfied with Apple. However, Twitter CFO Ned Segal said he is not worried about these changes as he believes this could even have a positive impact on smaller companies.

Speaking at the Morgan Stanley Technology, Media and Telecom Conference on Wednesday (via CNBC), Segal said Twitter feels familiar with changes to privacy in iOS 14, which includes a new feature that does not let apps track users unless they manually sign up sig.

According to Segal, much of the data collected by Twitter is not tied to a device ID, so he believes the company will not be affected by the new privacy options in iOS 1

4. “We really feel good about our ability to leverage that combination, “he said.

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

IDFA will in a way equalize the rules of the game. We are in an industry where many were much better than Twitter historically by leveraging all the data available to them, from device ID to what people were doing on other sites. When we all have the same set of new challenges that we face, leveling the playing field will be a really interesting impact on the broader industry.

Segal also said Twitter does not want to be “in a rush-around IDFA,” suggesting 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” on its revenue this year due to changes in privacy in iOS 14.

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

Transparency in app tracking is a new feature that requires apps to request permission from users before being tracked across other apps and sites. Users can also see which apps have requested permission to track them in the iOS Settings app.

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