Today there was something very interesting in the What The Aff newsletter.
Seems that browsers now start to think about ideas to crackdown on Push notifications.
In the end it was just a matter of time, you can read my opinion about it in the STM 2019 report.
The way Push traffic is used right now it was just a matter of time until restrictions kick in.
Everyone wants to run Push so the trafficsources try to have as much traffic as possible available and unluckily in worst case the quality suffers from it.
I don´t think that Push will stopp completely, this is simply not possible because also reputable websites use these notifications.
But I think it´s realistic to say that the browsers will try to come up with solutions how to reduce the massive amount of notifications that some platforms send each day.
At the moment it´s little bit like Wild West.
Web Push notifications are a rather new traffictype so there are no real rules yet and people run all kind of stuff there.
The longer it exists the more it will mature and change until it reaches more or less it´s final stage.
At first it probably sounds pretty bad when you imagine that Push is the hottest thing since sliced bread but I always like to say with each crackdown there come new possibilities.
When one door closes another one opens.
So when we keep in mind that Push probably will not die completely but will get some restricitions it also could be that the quality of the traffic will increase and thus it still will be a good traffic type to run your campaigns.
Then probably with other offers, lower volume and maybe higher price.
But it´s the same as usual, adapt or die.
You can read a nice article about at my friends from Zorbas Media
and also HERE
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