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Twitter Acquires OpenBack to Improve the Timeliness and Relevance of Push Notifications

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Twitter Acquires OpenBack to Improve the Timeliness and Relevance of Push Notifications

Twitter’s looking to improve the relevance and timeliness of its notifications, while also potentially reducing the impacts of Apple’s ATT update, with the acquisition of Dublin-based app enhancement platform OpenBack, which will provide Twitter with more capacity to customize and personalize its app notifications for every user.

OpenBack’s system utilizes a range of on-device signals and machine learning processes to determine the best time to deliver push notifications to each user.

As per OpenBack:

“OpenBack uses real-time personalization of content without complex backend systems and data synchronizations, meaning you can use any data in your app to segment and personalize messages for each user, on the fly, in real-time, for greater click-through rates.”

OpenBack process overview

Through this, OpenBack says that the app on each users’ individual device ‘controls, updates and tracks’ delivering push notifications and in-app messages at the perfect moment, ‘instead of just receiving push notifications from the cloud’.

That’s important, because it essentially lessens the reliance on iOS and Android systems to deliver notifications, which could reduce the impacts of Apple’s privacy-preserving ATT update.

As per Twitter’s most recent performance update, the platform hasn’t been impacted by Apple’s ATT change as much as other apps, but even so, it’s still working to reduce any impacts where it can. And while switching to an on-device notification process won’t stop people from disconnecting Twitter from data tracking when prompted, it will enable Twitter to better customize its notifications, even if it is shut off, while it’s also another element that Twitter can note in its ATT alerts to users.

It’ll also help Twitter prompt users with more relevant notifications, at the best time.

As explained by Jay Sullivan, the Head of Consumer Product at Twitter:

“The best push notifications bring people to the conversations they care about on Twitter. 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.

Discovery remains a key bugbear for Twitter, with the platform working for years to improve the discovery process for new users, while new features like Spaces still suffer from exposure challenges.

If Twitter can highlight the best tweet content, at just the right time, and get more people engaged in real-time discussion in the app, that could be a big step in boosting usage, and users, and making Twitter a more essential utility.

If Twitter knows, for example, when you’re more likely to engage, based on past behavior, or what alerts you’re more likely to tap through on, that could be a big step, and OpenBack will help with these elements.

OpenBack’s team will be joining Twitter, and will get to work on updating the app’s notification systems.

Expect to see changes in your tweet alerts soon.  




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Florida lawmakers push to ban social media for children under 16

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Vietnam plans to ask all social media users on platforms such as Facebook and YouTube to verify their identities

Social media. — © AFP/File Olivier DOULIERY

Florida moved Thursday towards enacting what would be one of the strictest bans on children’s use of social media in the United States after the state Senate passed a bill to keep those under 16 off such platforms.

The controversial bill seeks to protect children’s mental health against the “addictive features” of such platforms, amid fears over online dangers including from sexual predators, cyber bullying and teen suicide.

The legislation, which was approved 23-14, will now go back to the state House. It has already passed there, with the House speaker championing the legislation, but changes made in the Senate need to be approved in the lower chamber.

Florida Governor Ron DeSantis has expressed concerns over whether banning social media for children under the age of 16 violates parents’ rights – Copyright AFP Philip FONG

It would then have to be signed by Republican Governor Ron DeSantis, who has expressed skepticism about the legislation. Similar efforts by other states have previously been blocked by courts.

“We’re talking about businesses that are using addictive features to engage in mass manipulation of our children to cause them harm,” the bill’s sponsor, Republican Erin Grall, told the Florida Senate on Thursday.

But DeSantis, who has previously said he is sympathetic to fears over the impact of social media on children, voiced concerns about parental rights.

“A parent has the right to opt in,” he told a press conference Thursday.

The governor has argued many times that parents should have more control over decisions affecting their children, particularly in education.

Under DeSantis Florida has passed laws to curtail teaching about sex education and gender identity in schools and to eradicate diversity programs in state-funded universities.

Scores of books have been removed from the state’s school library shelves in recent months, deemed inappropriate for children by conservative parents and school boards.

Some critics say such a law targeting social media use would violate the First Amendment of the US Constitution, which guarantees freedom of speech.

Last year a federal judge blocked an Arkansas initiative that sought to require parental consent to open a social media account.

Most social media networks already have a minimum age of 13 to open an account, though they do little to ensure compliance with the provision.

If the regulation is approved, the platforms will have to block children under the age of 16 from creating accounts and close those already opened.

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Solar Flares Or Sabotage? Internet Theories On Today’s Massive Cell Phone Outage

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Solar Flares Or Sabotage? Internet Theories On Today's Massive Cell Phone Outage

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Massive cell phone outages across America are being reported today by customers of AT&T, Cricket Wireless, Verizon, T-Mobile, Consumer Cellular, Boost Mobile, US Cellular, and Straight Talk Wireless, according to data from Downdetector, an online platform that monitors connectivity. That story and more news you need to read today, inside.

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Meta Expands Access to Instagram’s Creator Marketplace

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Meta Expands Access to Instagram’s Creator Marketplace

Meta has announced that it’s finally expanding access to its Creator Marketplace tool, which will give more businesses the capacity to search for creators to work with on their Instagram campaigns.

Meta first launched its Creator Marketplace back in 2022, enabling U.S.-based brands to search and connect with relevant platform influencers based on a range of qualifiers, including focus topics, follower counts, location, etc.

And now, businesses in the following regions will also be able to access the tool:

  • Canada
  • Australia
  • New Zealand
  • United Kingdom
  • Japan
  • India
  • Brazil

In addition to this, Meta also says that Chinese export brands will also be invited to connect with onboarded creators in countries outside of China.

Which is interesting, considering Meta’s tenuous history with the CCP’s “Great Firewall”, but the deal here relates to Chinese businesses operating in regions outside of their homeland, which is somewhat separate to Meta’s internal dealings.

In addition to expanding access, Meta’s also rolling new machine learning-based recommendations within Creator Marketplace, which will use Instagram data to help brands more easily discover creators who are the best fit for their campaigns.

Instagram Creator Marketplace

As you can see in this example, the new recommendations will highlight accounts that have strong engagement rates in your niche, have mentioned your brand in the past, or have produced good results for similar businesses.

That could make it easier to find the right fit, or at the least, to give you more options to consider in your process.

Branded Content collaborations can be highly effective on IG, by using the established expertise and experience of creators who have already built a following in the app, and know what works, to boost your promotions.

By working with the right creators, with connection to your target audience, you can secure valuable endorsement within key communities, which can help to germinate your branding in the right communities.

Brands can check out Instagram’s creator marketplace in Meta Business Suite, with access coming to these new regions shortly.



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