Techniques for communicating notifications to subscribers

A computer-implemented method, comprising:

• receiving, by a processor, from a social networking service a first event associated with a subscriber of the social networking service;
• determining to communicate the first event to the subscriber;
• determining one or more channels of a plurality of channels to use to communicate the first event to the subscriber according to rankings associated with each channel, the rankings specific to the subscriber and determined according to a combined weight for each channel comprising a global weight of a particular channel and a weight specific to a type of the received first event, wherein the combined weight of the particular channel is reduced when the particular channel has a pending undelivered notification and a reduced combined weight correlates to a lower rank;
• constructing a first notification based on the first event;
• transmitting the first notification to the subscriber using the determined one or more channels;
• receiving a second event associated with the subscriber after transmitting the first notification;
• determining to communicate the second event to the subscriber;
• combining the first event and the second event into a second notification, after the first notification is transmitted and before the first notification is delivered to the subscriber on the determined delivery channel;
• replacing the first notification for transmission to the subscriber with the second notification;
• and
• increasing the global weight of the particular channel when a message delivered to the particular channel is responded to by the subscriber and lowering the global weight of the particular channel when a message delivered to the channel is not responded to by the subscriber.

At least one non-transitory computer-readable storage medium comprising instructions that, when executed, cause a system to:

• receive from a social networking service a first event for communication to a subscriber of the social networking service;
• performing a validity check of one or more of a plurality of channels in response to the received first event;
• determine one or more channels of a plurality of channels to use to communicate the first event to the subscriber according to rankings associated with each channel and the validity check, the rankings specific to the subscriber and determined according to a combined weight for each channel comprising a global weight of a particular channel and a weight specific to a type of the received first event, wherein the combined weight of the particular channel is reduced when the particular channel has a pending undelivered notification and a reduced combined weight correlates to a lower rank;
• construct a first notification based on the first event;
• transmit the first notification to the subscriber using the determined one or more channels;
• receive a second event associated with the subscriber after the first notification is transmitted;
• combine the first event and the second event into a second notification, after the first notification is transmitted and before the first notification is delivered to the subscriber on the determined delivery channel;
• replace the first notification for transmission to the subscriber with the second notification;
• and
• increase the global weight of the particular channel when a message delivered to the particular channel is responded to by the subscriber and lower the global weight of the particular channel when a message delivered to the channel is not responded to by the subscriber.