Edited by BellaRose Okojie
Twitter has had a lot going on recently, and its acquisition of OpenBack puts it in the news once again. The news of this acquisition is one that will affect how users interact with the Twitter platform. Over the years, Twitter has acquired companies like Quill, Threader, BreakBreaker, Revue, Sphere and now, OpenBack. OpenBack is a Dublin-based app engagement platform that kicked off activities in the year 2015. OpenBack will help Twitter improve user notifications and how we can interact with these notifications.
This move by Twitter is in a bid to raise its revenue margin which dropped in the 4th quarter of 2021. Earlier this week, Twitter’s head of consumer product Jay Sullivan detailed the essence of the acquisition.
Twitter hopes that if it can give users timely notifications on any trending issue regarding topics or people they follow, it’ll in effect be able to pull users back to the app from time to time. The more users engage with the Twitter application, the more revenue the company generates. With this partnership, Twitter has promised to keep user privacy a top priority even in its dealings with OpenBack.
Despite the announcement and explainer, neither Twitter nor OpenBack have shared full details of the purchase. However, the OpenBack team will wrap up its activities and fully join Twitter as it works to increase user engagement. The OpenBack developer team will close down all internal affairs and fully join the Twitter Blue team on the 19th of April.
