Twitter Acquires OpenBack to Enhance Push Notifications

Twitter has acquired the Dublin-based cellular engagement platform, OpenBack, to control and improve device-side management of push notifications. It will be part of Twitter’s Bluebird product staff and work in the direction of enhancing notifications on the social media platform.

Jay Sullivan, Twitter’s head of shopper product, took to the micro-blogging platform to announce the acquisition of OpenBack on Tuesday. “The best push notifications bring people to the conversations they care about on Twitter,” Sullivan tweeted.

“But irrelevant notifications are a distraction. With millions of people visiting Twitter via notifications every day, we want them to be timely, relevant and engaging,” Sullivan added.

“OpenBack and their talented team joining Twitter will help us improve our ability to deliver the right notifications at the right time, in a way that puts people’s privacy first,” Sullivan additional stated.

As per TechCrunch, a Twitter spokesperson has addressed the collaboration by saying that the corporate desires to make sure what persons are notified about on Twitter is related, well timed and interesting.

Taking to Twitter, OpenBack CEO David Shackleton stated that the purpose of OpenBack was to “make push notifications truly user first for billions of people in a new way,” and that the chance to work with Twitter fulfils that purpose.