A company called OpenBack offers device-side push notification management that filters notifications to only the ones a user would consider relevant. This means that, at least in theory, users will only get the notifications they really care about, weeding out all of the nuisance recommendations, alerts about people they may not follow, and other unwanted messages.
In an announcement today, Twitter revealed that it has acquired OpenBack, which will shut down on April 19. The company’s technology will give Twitter a huge advantage over its competitors, at least as far as push notifications are concerned. It has even been suggested that Twitter could create a completely new timeline filled with only the notifications users are likely to care about, in contrast to the “Home” and “Latest” timelines that include all tweets, just in different orders.
Another important detail about OpenBack’s integration into Twitter is privacy. The device-side first approach means that no data needs to be collected and transmitted through the internet, which always carries the risk of security and privacy breaches. How Twitter will implement and respect these privacy measures remains to be seen, but it won’t come as a shock if the company finds a way to monetize this, especially with partners who may be willing to pay huge sums to get their notifications pushed.
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