Twitter has acquired Dublin-based mobile engagement platform OpenBack. The financial terms of the deal weren’t disclosed. The Openback team will join the Twitter Bluebird product team to enhance Twitter’s notifications.
Twitter also sends push notifications of Tweets that it thinks are relevant to users. But not all users find these notifications relevant. With this new acquisition, the company aims to improve its push notifications and enhance engagement.
Now OpenBack team will shut its operations. The official website confirms that the company is shutting down on April 19.
“We are excited to announce that OpenBack is joining Twitter! We are so grateful to all of our customers and supporters along the way as we’ve worked to make push notifications truly user first,” the OpenBack’s homepage reads. “With Twitter’s positive impact on the world, we are very excited to become part of the Twitter team and continuing building the future of notifications there.”
OpenBack uses machine learning and a range of on-device signals to deliver relevant push notifications at the best time. This results in better app engagement. Unlike other push notification providers, OpenBack doesn’t send data to a third-party server and processes data on the device to put people’s privacy first.
