As part of iOS 14.5, Apple App tracking transparency Forces developers to ask for permission to track what was previously free, that is, iOS users. Today, Twitter has joined the ranks of other developers and is adding a prompt to ask users to enable tracking on iOS (via MacRumors)..
The main reason for listening to Twitter requests is simple. If you enable this feature, you will be able to serve “better” ads. The company includes a link to the settings so you can make these changes, but please read the Twitter instructions before making a decision.
Keep your ads relevant by allowing Twitter to track data from other companies on this device, such as the apps you use and the websites you visit.
Given that Apple has recently added App Tracking Transparency to iOS 14.5 as a potential risk, allowing Twitter to track users is a surprisingly modest attempt. Financial report (PDF):
Assuming that the pandemic continues to improve and the impact of deploying changes related to iOS 14.5 is insignificant, we expect total revenue in 2021 to grow faster than costs. How fast it can be depends on a number of factors, including the execution of the direct response roadmap and macroeconomic factors.
Taken by Facebook and Instagram A much more aggressive approach To convince users to use ad tracking, you can even include the vague threat that enabling tracking will help keep Facebook / Instagram free.
Companies like Twitter and Facebook rely on user tracking to support separate, often very lucrative advertising businesses. After all, it’s usually ad sales that pay for free social networks, and customer data helps target those ads. As a company more interested in selling hardware and subscription services, Apple doesn’t really have to worry about that, but sudden changes like new tracking permissions can confuse developers. there is.
However, app tracking transparency has proven to be popular — 96% of US users According to some recent research, we are opting out of tracking.And Google is considering developing its own method Block tracking on Android, We may need to get used to apps that come to us and beg for free data.
https://www.theverge.com/2021/5/14/22436944/twitter-ad-tracking-ios-14-5-app-transparency Twitter politely asks to protect targeted ad amounts with the new iOS 14.5 prompt