As part of iOS 14.5, Apples App tracking transparency Forcing developers to ask permission for something they used to be able to do for free: tracking iOS users. Today Twitter joins the ranks of other developers in adding a prompt asking users to turn on tracking on iOS (above MacRumors).
Twitter’s main reason for eavesdropping on its request is straightforward: when the feature is enabled, it can serve “better” ads. The company includes a link to the settings so that you can make these changes. However, before you make up your mind, read Twitter’s statement:
Keep ads relevant to you by allowing Twitter to track data from other companies on that device, such as: B. Apps you use and websites you visit.
It’s a surprisingly reluctant attempt to get users to allow Twitter to track them, considering that the company recently highlighted Apple’s app tracking transparency in iOS 14.5 as a potential risk Profit and Loss Account (PDF)::
We continue to expect total sales to grow faster than spending in 2021, assuming the global pandemic continues to improve and we see modest effects from the introduction of changes related to iOS 14.5. How much faster will depend on various factors, including our implementation on our direct response roadmap and macroeconomic factors.
Facebook and Instagram have taken a far more aggressive approach To convince users that the use of ad tracking continues to grow – even to the point of a vague threat that “helps keep Facebook / Instagram free” by enabling tracking.
Companies like Twitter and Facebook rely on tracking users to support their separate, often very lucrative, ad deals. After all, ad sales typically 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 things like that, but bold changes like the new tracking permissions can leave developers confused.
However, app tracking transparency has proven popular 96 percent of US users According to some recent surveys, tracking will be turned off. And with Google is considering developing its own methods for Block tracking on AndroidWe may just have to get used to apps coming to us begging for free data.