Ned Segal, Twitter’s Chief Financial Officer
John Chiala | CNBC
Twitter CFO Ned Segal said on Wednesday that the social media company is confident as it prepares for Apple’s planned privacy update to iOS 14, which will make it easier for iPhone and iPad users to block companies from tracking their activity to avoid ads. target.
“We’re looking 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 tied to a device ID,” Segal said at the Morgan Stanley Technology, Media and Telecom Conference. “We feel very good about our ability to leverage that combination.”
Apple’s upcoming privacy changes will notify users about device ID tracking and ask them if they want to allow it. The tracking is based on a unique device ID on each iPhone and iPad, the IDFA. Companies that sell mobile ads use this ID to target ads and estimate their effectiveness.
Apple has said the change will be implemented early this spring.
Segal said the changes to IDFA could actually provide Twitter with an opportunity to compete more effectively with his peers.
“IDFA will in a way level the playing field. We are in an industry where many have been much better than Twitter in the past at harnessing all the data that was available to them, from the device ID to what people are doing. were on other websites, “said Segal.” If we all have the same set of new challenges to face, leveling the playing field will have a really interesting impact on the wider industry. “
Segal said Twitter plans to sit back and wait instead of immediately asking its iOS users if they want to opt for IDFA tracking, as Facebook plans to do.
“We don’t want to rush around IDFA,” he said. “You only have one chance to ask someone if you have access to their device ID to show them more relevant ads. You want to ask in a very thoughtful way and you want to take the time to learn about the industry and it. broader ecosystem before you ask such a question. “