Push advertising
Notification-style ads delivered to users who have opted in to receive them.
What is push advertising?
Push advertising uses notification-style messages, delivered through browsers or apps, to reach users who have agreed to receive notifications from a website or app. Each ad typically contains a short title, a line of text, an icon or image and a click destination, and appears on the user’s desktop or phone even when they are not on the original site. Publishers grow subscriber lists through opt-in prompts and monetize them by selling notification slots, usually through ad networks on CPC or CPM terms. The format is mainly used for direct-response offers, app promotion and re-engagement.
How push advertising works
Users subscribe to notifications from a site or app; advertisers then deliver short messages with a title, text and icon.
- A visitor accepts a browser or app prompt to receive notifications from a publisher.
- The publisher or its partner adds the subscriber to a list that can be offered to advertisers.
- Advertisers bid for notification sends, targeting by country, device, operating system or subscription age.
- The notification appears on the device, and clicks lead to the advertiser’s landing page.
Why it matters
It reaches people outside the page and is used mainly for direct-response offers and re-engagement.
For advertisers
Push reaches opted-in users outside the browsing session, which suits time-sensitive offers and simple calls to action.
For publishers
Subscriber lists can be monetized beyond page views, but over-sending leads users to unsubscribe.
Practical example
A subscriber receives a notification about a limited-time offer.
Key considerations
- Opt-in should be clear and honest; misleading prompts damage trust and may breach browser or privacy policies.
- Browsers have tightened how notification prompts appear, which affects how quickly lists grow.
- Subscriber freshness matters, as recently subscribed users usually engage more than older lists.
More Performance Advertising terms
Frequently asked questions
Do users have to agree to receive push ads?
Yes. Push notifications only reach people who have opted in to notifications from that site or app, and they can unsubscribe at any time.
What is in-page push?
A variation that displays a notification-style ad inside the web page, so it does not need a notification subscription.
How is push traffic priced?
Usually on cost per click, sometimes on CPM, with campaigns optimised by source and subscription age.