Twitter to Track User App Data for Ad Targeting

Via a direct notice to users in Android and iOS apps, Twitter announced this week that it is now collecting information about the apps stores on users’ devices in a method to better target and tailor ads and other content directly to them. By default, the tracking function, called “App Graph”, is switched on within the app, though users can choose to opt out of the information collection.

In a notice in their help center, Twitter wrote “to help build a more personal Twitter experience for you, we are collecting and occasionally updating the list of apps installed on your mobile device so that we can deliver tailored content that you might be interested in.” In an attempt to ease the likely concerns of their users upon hearing this news, Twitter also wrote that it only collect and update the list of apps its users have installed, but does not collect data from within the apps themselves, adding that the tracking function can help users when trying to figure out who to follow and the subjects they’re interested in.

Though seemingly controversial in terms of privacy issues for users, Twitter is not the first social networking sit to use tracking functions with their users’ data. Facebook also collects data to assist in the tailoring and targeting of ads to its users. For example, Facebook might use the tracking function at help app developers target ads to users that have already downloaded that developer’s other apps.

With Twitter now entering the field in terms of tracking user app data, the benefit could be that the information retrieved from tracking data is invaluable, especially when formulating content and SEO campaigns for desired audiences. For users, their willingness to hand over said data may vary, especially since the tracking function is a default option. Regardless, data tracking is here to stay–what will make the difference for all involved is whether such technology will be treated delicately, and if the resulting information is used to everyone’s benefit.