As part of iOS 14.5, Apple’s transparency in app tracking requires developers to ask permission for something they could do for free: track iOS users. Today, Twitter joins the ranks of other developers and adds a prompt that asks users to enable tracking on iOS (via MacRumeurs).
Twitter’s main justification for listening to its request is simple: activating the feature allows it to serve “better” ads. The company includes a link to the settings so you can make these changes, but read Twitter’s explanation before you decide:
Keep ads relevant to you by allowing Twitter to track data from other companies on this device, such as the apps you use and the websites you visit.
It’s a surprisingly low-key attempt to get users to allow Twitter to follow them, given that the company highlighted Apple’s addition of app tracking transparency in iOS 14.5 as a potential risk in its recent report. results (PDF):
We continue to expect total revenues to grow faster than expenses in 2021, assuming the global pandemic continues to improve and we see a modest impact from rolling out the changes associated with iOS 14.5. Speed will depend on a variety of factors, including our execution on our direct response roadmap and macroeconomic factors.
Facebook and Instagram have taken a much more aggressive approach to convincing users that its use of ad tracking is on the rise – even going so far as to include a vague threat that enabling tracking will “help keep Facebook / Instagram free. “.
Companies like Twitter and Facebook rely on user tracking to support their separate, often very lucrative advertising businesses. After all, it’s usually ad sales that pay for free social media, 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 sort of thing, but brash changes like new tracking permissions can leave developers behind. jostle.
However, the transparency of app tracking has proven to be popular – around 96% of US users opt out of tracking according to some recent surveys. And as Google plans to develop its own methods to block tracking on Android, we may have to get used to the apps that come to us and ask for free data.