Twitter acquires Dublin-based mobile engagement platform OpenBack, the social media giant’s head of consumer products Jay Sullivan announcement tuesday. Financial terms of the transaction were not disclosed. The OpenBack team will join Twitter’s Bluebird product team and focus on improving notifications on the social media platform.
Founded in 2015, OpenBack is a platform that aims to make apps more engaging through device-side control of push notifications. OpenBack makes it easier for mobile apps to process data on the device without needing to go through a third-party server, unlike traditional push notification SDKs. Twitter notes that the company’s push technology prioritizes privacy and provides an overall improved user experience.
“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 said in a statement. Tweeter. “We are thrilled to have them join the herd and can’t wait to see their impact.”
A Twitter spokesperson told TechCrunch that the company wants to ensure that what people learn about on Twitter is relevant, timely and engaging. The company says it continues to research ways to better personalize the Twitter experience. With this acquisition, Twitter plans to improve its notifications experience so it can connect people with relevant content at the right time.
In a TweeterOpenBack CEO David Shackleton said OpenBack’s goal is to make “truly user-first” push notifications for billions of people in a new way, and that the opportunity to working with Twitter fulfills this purpose.
Twitter says OpenBack will shut down its business by bringing the team to its platform. The OpenBack website reveals that the company is closing on April 19.
“We are thrilled to announce that OpenBack is joining Twitter! We are so grateful to all of our customers and supporters throughout the process as we have worked to make push notifications truly user-first,” reads OpenBack’s homepage “With Twitter’s positive impact on the world, we are very excited to be part of the Twitter team and continue to build the future of notifications here.”
Twitter has made a series of acquisitions over the past few years to improve its own product. In December, Twitter acquired Quill, a business-focused messaging service intended to compete with Slack and keep people focused. The team joined Twitter’s Experience organization to work on messaging tools, specifically Twitter direct messages. In November, Twitter acquired Threader, an app that lets users compile Twitter threads and share their favorites, making it easier to help users find long threads on the platform.
In October, Twitter acquired Sphere, which operates an eponymous group chat application. Before that, the company acquired Revue, a newsletter platform, and Breaker, which laid the foundation for Twitter Spaces.