1. A computer-implemented method comprising: defining, by a processor, a rules set associated with a user for participation in a multiparty communication thread within a collaboration application associated with the user to control when the user is notified of updates to the multiparty communication thread within the collaboration application, wherein defining the rules set includes identifying update consumption behavior associated with the multiparty communication thread for the user based upon, at least in part, monitoring how often and for how long a user spends accessing updates to the multiparty communication thread within the collaboration application; evaluating, by the processor, a plurality of communications associated with the multiparty communication thread; determining, by the processor, when a given communication associated with the multiparty communication thread satisfies one or more rules included within the rules set via analysis of textual and informational attributes; and delivering, by the processor, the given communication to the collaboration application associated with the user based upon, at least in part, a determining that the given communication satisfies the one or more rules, wherein the rules set is managed by the user as a receiving party, and based upon, at least in part, a role associated with the user.