I think the main thing to consider with any online advertising channel is whether it can reach the right audience rather than simply generate a large number of impressions. Push notifications are interesting because they are delivered directly to subscribed users and can therefore work differently from traditional display advertising. The information at https://dao.ad/traffic-volume/push helped me understand that push traffic can be considered as a separate advertising format. Before using it, I would still look at targeting options, traffic sources, frequency, and reporting. Those details are important because a campaign can receive plenty of clicks while still producing limited results if the audience is not relevant to the offer.
Push notifications work well because users opt in themselves, so the audience is already warmer than with regular ads. For publishers, the key is not to spam — only send what's actually relevant. For advertisers, the format works best for time-sensitive offers and quick actions. Frequency and relevance are everything, otherwise people just unsubscribe.
I’m trying to understand how push notifications are being used today as a communication and advertising format, especially on websites and other digital platforms. They seem quite different from traditional display ads because the message can appear directly on a user’s device after they have agreed to receive notifications. I’m curious about how this format works from both the website owner’s and advertiser’s perspective. For example, how do publishers usually manage notification subscriptions over time, and what determines whether users continue engaging with these messages? For advertisers, I’d also like to understand when push notifications make sense compared with other formats, particularly when an image or short message needs to encourage someone to take an action before visiting a website. What are the main things to consider when planning campaigns so that notifications remain useful and relevant rather than becoming intrusive?
