It must have happened to you that you have checked your smartphone notifications, looked at some of Twitter, other social networks and some other applications and at the moment after closing them you realize you don’t remember what they were like. Don’t worry, you don’t have a memory problem (at least in principle go). The main reason is that we have reached the point where we receive so many notifications during the day that we have already developed a filter that puts importance only on those that are important, and that the rest goes almost unnoticed.

We must also add to that how terribly clumsy they can be. Sometimes because they arrive just when they are most annoying, and other times because they arrive at the right time so you don’t know you got them, and later they show up buried in another sea more. notification. And the fact is, of course, it’s against the interests of companies that, as with Twitter, would like you to see each of them, and that would mean opening the app and accessing the service.

And this is something common in online services, from Twitter to Netflix (as we told you yesterday), whether they are free or paid, one of their main goals. is to get you to spend as much time as possible in them. For this purpose, Facebook and Amazon are as rivals as Villa Arriba and Villa Abajo. And this is where alerts become important. Or, to be more precise, the intelligence behind them, and that determines how they work.

So it’s easy to understand how we can read in the social network itself, Twitter has acquired OpenBack, a platform that specializes in optimizing the flow of alerts in smartphones to ensure that they have the greatest impact on users. This means improving the relationship between the volume of notifications received and the number of openings. The announcement was published by Jay Sullivan, head of consumer products on Twitter.

OpenBack technology, now owned by Twitter, is integrated into notification applications it handles the same response locallyto find out which ones are more effective and which a particular user will not notice. And based on this observation, which the company says will never leave the device to go to the cloud or anything like that, the app, in this case Twitter, tries to fine-tune the presentation of notifications to maximize their effect.