Twitter has acquired the Dublin-based mobile engagement platform, OpenBack, to regulate and enhance device-side control of push notifications. It will join Twitter's Bluebird product team and work towards enhancing notifications on the social media platform.
Jay
Sullivan, Twitter's head of con71.6 6sumer 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 further said.
As
per TechCrunch, a Twitter spokesperson has addressed the collaboration by
saying that the company wants to ensure what people are notified about on
Twitter is relevant, timely and engaging.
Taking
to Twitter, OpenBack CEO David Shackleton said that the goal of OpenBack was to
"make push notifications truly user first for billions of people in a new
way," and that the opportunity to work with Twitter fulfils that goal.
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