Twitter has acquired OpenBack, a mobile engagement platform based in Dublin, to regulate and improve device-side control of push notifications.
It will join Twitter’s Bluebird product team and work to improve the social media platform’s notifications.
On Tuesday, Twitter’s head of consumer product, Jay Sullivan, took to the microblogging platform to announce the acquisition of OpenBack.
“The best push notifications on Twitter bring people to the conversations they care about,” Sullivan tweeted.
“However, irrelevant notifications are a source of distraction. We want our notifications to be timely, relevant, and engaging for the millions of people who visit Twitter via notifications every day “Sullivan continued.
“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 prioritizes people’s privacy,” Sullivan added.
According to TechCrunch, a Twitter spokesperson addressed the collaboration by stating that the company wants to ensure that what people are notified about on Twitter is relevant, timely, and engaging.
On Twitter, OpenBack CEO David Shackleton stated that the company’s goal was to “make push notifications truly user first for billions of people in a new way,” and that the opportunity to collaborate with Twitter fulfills that goal.
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