Twitter no doubt wants to improve the relevance and timeliness of its prompts and notifications, while also somewhat sidestepping the impacts of Apple’s ATT update, with its acquisition of Dublin-based app enhancement platform OpenBack. This acquisition provides Twitter with more capacity to customize and personalize its app notifications for each user.
Back On Tweet’s Rack
In a nutshell, OpenBack’s systems make use of a range of on-device signals and machine learning processes to determine the best time to deliver push notifications to each user.
“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.”
Through this, OpenBack states that the app on each users’ individual device ‘controls, updates, and tracks’ the delivery of push notifications and in-app messages at the perfect moment, as opposed to ‘just receiving push notifications from the cloud’. It’s important to take note of this because such functionality lessens the reliance on both iOS and Android systems to deliver notifications, which would also reduce the impacts of Apple’s anti-tracking ATT update.
As per Twitter’s latest performance update, the platform hasn’t been impacted by Apple’s ATT update as much as other apps, but even so, it still aims to reduce impacts where it can, going for a more ‘No Compromises’ approach to stamp out possible future roadblocks. While switching to an on-device notification process won’t stop people from disconnecting Twitter from data tracking when prompted, it allows Twitter to better customize its notifications, even if it shuts off. It also helps Twitter prompt users with more relevant notifications, at the best possible times.
Twitter’s Head of Consumer Product Jay Sullivan explains:
“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.”
The Wrap
Discovery remains one of Twitter’s key areas of improvement, which Twitter has been working on for years to supply users with a more favorable exploration experience. Even with new features like ‘Spaces’, many of its recent additions still suffer from lack of exposure.
If Twitter can highlight the best Tweet content at the perfect time, then it might just be able to significantly boost engagement and usage, getting more people engaged in real-time discussions, making Twitter a more essential utility. With OpenBack now set to be looped in, Twitter is a step closer to achieving exactly that.
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