Twitter buys OpenBack for more relevant notifications

Twitter has bought OpenBack, a mobile service which aims to improve notifications and more precisely their relevance according to each user. Its technology will therefore arrive on the social network, without anyone knowing when exactly.

Acquisition of OpenBack by Twitter

“OpenBack and its talented team will help us improve our ability to deliver the right notifications at the right time, while respecting people’s privacy”, wrote Jay Sullican, Head of Consumer Products at Twitter.

According to Twitter, OpenBack is used by mobile apps to process data on the device rather than on a server. The company’s technology approach to notifications is privacy-focused and provides an enhanced user experience. Twitter hopes the new team will help it improve notifications to alert users to the right content at the right time and engage them in the conversations that matter to them.

The current OpenBack business will close. Its developers will join Twitter’s Bluebird product team. On the other hand, the social network refused to say what the amount of the redemption was.

Twitter’s revenue grew slower than expected in the last quarter of 2021. Its total revenue in 2021 was just over $5 billion. The company hopes to increase this figure by 50% by the end of 2023. OpenBack’s technology could help it have slightly more active users, which has an impact on finances.