Apple’s app tracking transparency is obviously also causing problems for the short message service. Now Twitter is taking the initiative and encouraging users to consent to advertising tracking on the platform.
After Facebook users of the latest iOS version were already actively asking for consent to advertising tracking, Twitter is now following suit. The short message service uses a pop-up to encourage users to keep track of their own activities. This is the only way that Twitter can continue to display relevant advertising for iOS users in the future. Social media expert Matt Navarra tweeted the first screenshots of the new information window:
Twitter’s iOS “allow tracking” sales pitch is less sinister and threatening vs Facebook’s pic.twitter.com/0TsncmKwZ0
— ???? Matt Navarra (@MattNavarra) May 14, 2021
Twitter asks users in a short text to continue to consent to tracking on the platform. Users of the latest iOS operating system are asked by default in all apps for a voluntary opt-in for ad tracking. This is a consequence of the renewed app Tracking Transparency (ATT) that Apple rolled out with iOS 14.5 to better protect user data. Before the new operating system was launched, advertisers feared that only a fraction of users would agree to their data being collected – and they were right. A recent study shows that in the USA, for example, just five percent of iOS 14.5 users have consented to ad tracking.
Not just Twitter: Facebook also wants to persuade iOS users to opt-in for tracking
In the advertising industry, Apple’s update has already led to serious protests. Above all, Facebook vented its displeasure with the innovations. This is how the social giant started, for example various campaigns against Apple’s ATT and tries to aggressively convince the users, also by means of a pop-up, that without ad tracking, relevant advertising could no longer be displayed. A relatively new argument of the group: Too high loss of income due to Apple’s changes could mean that the Facebook platforms can soon no longer be used free of charge.
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The social group also criticizes the fact that the new ATT does not apply to Apple products. This means that the tech giant will continue to track user data by default without the need for a voluntary opt-in. According to Facebook, Apple is gaining an unfair competitive advantage. According to The Information, the social group is even seeking an antitrust lawsuit against Apple.
Relevant ads only with ad tracking: Do users want personalized ads at all?
Both Facebook and Twitter cite as an argument for consenting to advertising tracking that this is the only way to continue displaying relevant ads. Can that really convince users in the future? That seems questionable at the moment. Because a study shows that a full 57 percent of the participants do not want to see any personalized ads on social media. Twitter seems to be already preparing for the losses in advertising and is currently testing a variety of monetization options, above all a new subscription model. It remains to be seen whether this will cushion the possible financial fall that the short message service could still face.
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