Web Push notifications have been a pillar ad format for many marketers. Until now. Google has started to block quite a few ad campaigns based on this technology. Here below is one of the multiple discussions published on an affiliate forum where practitioners comply for dramatic traffic drops:
Though it’s not the first time web-push is suppressed, many experts believe that Google’s algorithms will continue to regulate this field of advertising. If you too have suffered from push campaigns drop, it’s time to look for an alternative. We will discuss today web-push vulnerabilities, its nearest alternatives, and possible outcomes for advertisers.
How does Google regulate Web-Push?
The story of downgrading push ads is too long to recall, so let’s spotlight the latest major shifts. Experts tend to believe that a huge drop in web-push ad traffic is caused by the GSB (Google Safe Browsing) algorithm. Its job is to send warnings to users navigating unsafe websites. GSB also notifies website owners their inventory is affected by malicious software. With the latest GSB update, lots of advertisers faced their web push campaigns losing traffic. No one can say, however, if there’s a direct correlation between these two events.
Another important shift in web push notifications regulations is the “Unsubscribe” button. Google Chrome browser for Android devices has enhanced its Safety tools. All users can now unsubscribe from browser notifications in one click without searching through the browser settings.
The market is being reshaped in real time. We’ll obviously see more updates regarding user privacy, safety, and engagement in 2025. But what’s important is to find an alternative and get ready to recover your campaigns and conversions!
Web Push notifications alternative to recover your campaigns
There’s no paid ad format with the same ability to target subscribed users on the market. Still, advertisers can successfully diversify ad budgets by including the look-alike ad format, In-Page Push.
In-Page Push ads are an advanced version of display advertising which imitate the look and behavior of all OS notifications.
How does an In-Page Push ad work?
In-Page Push ads are placed on websites similarly to banners. They don’t require subscriptions and don’t depend on browsers’ policy. As it comes from the basic principle, they are available only on the web page, not on devices.
How In-Page Push can beat Web Push
Here are the 7 core facts about the In-Page Push ads that will convince you to invest in them.
1. All traffic is yours without exceptions
It means you don’t cut off iOS users who don’t usually get Web Push ads due to Safari settings. You also don’t depend on subscriptions, your targeting is the only limit. Better reach, better profit.
2. CTRs are up to 30 times higher
Previous generations of In-Page Push ads could do nothing but display pictures and headlines. Now you can trigger users with several types of templates that adapt to the OS, can look like private chat messages, system notifications, or customized widgets.
3. Great customization for various marketing scripts
While web push notifications look almost the same, its rival can adapt to fit any ad offer perfectly. iGaming and Dating campaigns should communicate their ad message differently, and that’s when In-Page Push formats come into play! They can act as teasers, offering bonuses and promo codes, or engage into conversation.
4. Growing traffic
Website owners are also in search of a web-push alternative as they continue losing profits from CPA advertisers. Adsterra publishers only have boosted their in-page traffic from 6.8B to 9.9B monthly in 2 years. And this figure continues increasing, embracing Tier 1, Tier 2, and Tier 3 publishers’ sites worldwide.
5. Loyal mobile audiences
Mobile traffic has become the No.1 priority for marketers. Traditional web-push ads are getting more and more annoying for digital natives using mobile phones. And while they’re still making a good deal for advertisers, they need a more respectful way to connect with their audiences. In-Page Push comes as a solution. This format puts users first, offering engaging visuals and native widget behavior.
On the Adsterra platform, you can test up to 11 In-Page templates. When you need a more compelling design, you turn to Social Bar templates, which are display formats with more impressive designs.
To Contents ↑Web Push notifications in 2025: Myths and truths
Most of the myths about Web Push stem from its fundamental principle, the subscription requirement. But not all of them. Next, we are going to dispel the most common misconceptions about Web Push ads.
Top-3 myths
#1 [MYTH] Web Push notifications have higher engagement rates
Even when the screen is locked, users get alerts—that was one of the biggest advantages of the format in 2018–2020. What was cool in the past has become frustrating in the present.
Users are being spammed. They ban junk emails, install ad-blockers, and show zero tolerance to privacy violence. How will they react when yet another ad alerts them on their mobiles?
#2 [MYTH] The web push traffic quality is the highest
This misconception is based on the principle that Web Push notifications are shown only to those who subscribed to receive them. Subscribers seem to be more loyal than occasional website guests. But today when ads bombard users from every channel, the fact that a casual subscription will mean a lot to users equals zero.
Even more, all further Google restrictions may have a positive impact on traffic. After abusive ads are blocked, only loyal users will get only relevant advertising.
#3 [MYTH] Web Push have better UX
It seems like everyone is used to seeing the same notifications of the same size and with the same layouts. Web Push ads don’t look so trustworthy and exciting anymore. They’re too mainstream to engage and a bit outdated to be native.
Top-3 truths
#1 [TRUTH] Chrome updates will continue affecting Web Push
Google will keep protecting this idea, securing users with more sophisticated algorithms. We’re shifting to a more responsible advertising era: but what’s one man’s meat is another man’s poison. Both advertisers and publishers will have to prioritize users, not sales. And this will cause a transformation in the digital landscape, prompting those who respect their audiences.
#2 [TRUTH] Web Push notifications will keep on rolling
The format is still in demand. If the next Chrome Update doesn’t terminate it (which is a pessimistic scenario), ads will live. Though the amount of traffic is falling gradually, there is still enough capacity to generate impressive volumes of clicks and views. Also, ads can boast of competing popunders with CPM rates.
#3 [TRUTH] Web Push formats still drive large traffic volumes
After Google had launched Web Push notifications in 2015, the format was developing with fascinating speed. Advertising was the obvious benefit publishers and marketers could get from them. By now, many networks can serve about 1‒8 billion impressions weekly.
To Contents ↑How to get more relevant traffic without Web Push?
We at Adsterra keep an eye on Google updates, and by 2024 we’ve completely replaced web push traffic to its in-page analog.
9.9 billion ad impressions per month with In-Page Push (Social Bar) ads
Every advertiser has access to the current traffic volumes we send. Just open the Traffic Chart page from your account.
Setting up an ad campaign with In-Page Push format
To drive conversions and sales with the In-Page Push format, you should bear in mind that you have unlimited design opportunities and a set of selected layouts.
- #1 STEP — sign up as an advertiser
- #2 STEP — pick Create campaign
- #3 STEP — pick In-Page Push from the Ad Unit field. You can add Social Bar and Interstitial creatives to the same campaign and enhance its performance.
- #4 STEP — ensure you’ve made all required settings; to start smoothly, read this guide to Adsterra campaign setup written by our expert.
Final thoughts: diversification is key to success
Just like banners that are still generating massive traffic, Web Push notifications are still a nice bargain. But the hype around them is about to fade, and the nearest In-Page successor has already built up a new reality that is much more powerful and prospective.
We at Adsterra keep pace with trends and market demands. With publishers gradually growing In-Page traffic, we can provide our advertisers with users interested in any vertical: Mobile utility, Carrier Billing, E-commerce, Sweepstakes, iGaming and Sports, and many more. Which product or offer are you going to promote? On CPM or CPA? Our managers are world-class experts ready to advise on the best strategy.
Web Push notifications FAQs
These are browser notifications (unlike in-app ones) from brands. Users can receive them on devices even when they’re not browsing. That’s the primary reason for preferring this format over others—its omnipresence on screens.
Another unique opportunity for advertisers is subscription base collection. Web Push notifications require user consent, which means a person must agree to receive updates from a brand or push aggregator.
Marketers have been using this format in a pretty aggressive way. Users’re getting multiple push alerts throughout the day, which signaled Google to become stricter.
Web Push notifications are the only type of advertising that allows you to target the user lifecycle stage. The main difference between Web Push ads and display banners (as well as other units) is their mechanics. To appear on a user’s device they need a permission (aka subscription). Thus, they allow you to target the user lifecycle stage.
If we talk about the difference between Web Push notifications and app push notifications, is where the notifications are sent. As you know Web Push notifications are browser-based and permission-based, and all you need is to paste and integrate script into your website. Your subscribers can sign up for notifications through mobile and web browsers.
In case of app push notifications, you need to have a mobile app and push message engine in order to send notifications.
The main difference is that in-page ads are onsite notifications. They don’t require user prior consent to receive them. Users can only see them while viewing a publisher’s website.
Web Push notifications allow you to communicate with your subscribers even if they are not viewing your website because they are sent through a browser.
So, for you as an advertiser, it’s important to choose the target audience segment that seems to be the most suitable and engaged:
– those who subscribed a long time ago
– those who subscribed recently
– or all users in general.
On the one hand, it’s great. But on the other hand, is it possible to call those who signed up a long time ago loyal audiences? Or, how many of them signed up by mistake? However, advertisers still actively use such targeting.
In-Page push are a perfect alternative for publishers monetizing website traffic.
1. Higher ad-block resistance: website visitors won’t miss ads, and you won’t lose money.
2. One-minute install. No hassle and zero coding: you simply take a script and paste it acc
3. You can drive iOS traffic, and these are the most highly-paid users.
4. Higher profits. In-Page Push notifications are on their acme of demand. Top advertisers and affiliates are eager to promote with this format.
5. Elegant and user-friendly ads. And that means a lot cause users are tired of gigantic ads.
BECOME A PUBLISHER
The first vertical that started boosting CTR and ROI was Dating. Invitation to a private chat or a secret story sent by a lovely girl left watchers no chance but to click. Next came Sweepstakes and VPNs. Here and now, top verticals that make money with In-Page Push ads are:
1. Utility: VPN, Antivirus, Boosters, Cleaners
2. E-commerce
3. Sweepstakes
4. Dating
5. Apps
6. PIN submits (mobile value-added services)
7. iGaming and Sports
8. Games
