In contrast to Zuckerberg, in response to Snap CEO Spiegel, Apple's iPhone privateness change is sweet for shoppers


Snap CEO Evan Spiegel told CNBC on Friday that while Apple's upcoming iPhone privacy changes will disrupt advertising, it will ultimately be the right choice for its consumers.

"We feel well prepared for these changes and to be honest, because these changes are in line with our data protection philosophy, we have never allowed device-specific targeting, for example, and have always taken a very protective stance when it comes to it." about our users' data, "Spiegel said in an interview with Squawk Alley." Overall, we see this as a good thing for consumers, even if it is a little annoying for advertisers in the short term. "

To target cell phone ads and measure how effective they are, app developers and other industry players are now often using the Apple Advertiser ID (IDFA), a unique sequence of letters and numbers on each Apple device. However, once a data protection update is released, app makers must ask permission to access a user's IDFA via a command prompt. A significant proportion of users are expected to say no, which is likely to make targeted advertising less effective.

Spiegel's more casual nod towards the imminent change is a dramatically different reaction than his Facebook colleague Mark Zuckerberg. Facebook is also home to a huge online advertising business that gets almost all of its sales from ads.

Facebook has beaten Apple repeatedly for the proposed change since it was announced in June, claiming it will hurt small businesses.

"Apple may say they are doing this to help people, but the moves are clearly in the interests of their competitors," Zuckerberg said during Facebook's earnings call last week. "We and others will compete against it for the foreseeable future."

That's not to say Snap isn't concerned at all. The company warned investors Thursday in its fourth quarter earnings report on Thursday that Apple's changes would pose a risk of disrupting demand for their implementation.

"The reason we're highlighting some of the policy changes Apple has made is because they affect our ability to effectively measure and optimize advertising outside of Snapchat," said Spiegel.

Snap said it was working with Apple to prepare for the changes and plans to give advertisers more opportunities to make their products and services available to Snap users directly through Snapchat.

"The reality is we admire Apple and we believe they are trying to do what's right for their customers," said Jeremi Gorman, Snap's chief business officer, on the company's earnings call. "Your focus on privacy is based on our values ​​and the way we built our business from the start. Overall, we feel very well prepared for these changes, but changes to this ecosystem are usually disruptive and that The result is uncertain. ""

– CNBC's Megan Graham contributed to this report.

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Katherine Clark