Twitter acquires mobile app engagement platform OpenBack

Twitter’s head of customer product Jay Sullivan announced Tuesday that the company has acquired OpenBack, a mobile marketing platform helping apps to engage with users through device-side control of push notifications. 

Financial terms of the deal were not disclosed. 

Co-founded in 2015 by David Shackleton, Christian Ryder, and Nicolas Pabion, OpenBack provides a mobile marketing platform that improves how push notifications work, using client-side device-side data, mobile edge computing and machine learning.

The OpenBack team will join Twitter and its platform will be shutting down on April 19, 2022. 

“We are so grateful to all of our customers and supporters along the way as we’ve worked to make push notifications truly user first. With Twitter’s positive impact on the world, we are very excited to become part of the Twitter team and continuing building the future of notifications there,” OpenBack says in its website. 

Written by Sophie Blake

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