Content Blocking in Push Notifications


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It’s no secret that some Internet users are annoyed by ads. They’re so annoyed, in fact, that they install an ad blocker to avoid seeing any ads at all. The world of ad blocking is interesting. On one had web surfers are enjoying an ad free experience on the other publishers are left missing out on revenue from unshown ads. Push advertising and notifications have become a way around content blocking for publishers.

Advertising in Push Notifications

Push notifications are a way for publishers to push information to people who have visited their website, as long as they “accept” the notifications. Push notifications are very popular on apps, as well. Many people now have push notifications on their phones from news apps that will alert them when a new story breaks. Websites can use push notifications in a similar way.

A user has to subscribe to receive push notifications on your website. Once your users agree, you can begin sending push notifications – and ads.

The ads are viewed within the push itself, not on the site where the user has blocked ads. This is an easy way to get around ad blockers. These pushes can be delivered even after a user has left your website, as long as they are using Chrome, Safari or Firefox as their browser. These are the only browsers that currently support push notifications.

What About Content Blocking?

Content blocking is a way of forcing users to disable their ad blockers, either on your website or through push notifications. A publisher can block content for visitors who are using an ad blocker, making it effectively impossible for them to benefit from the site.

Publishers can also block content in the hopes of increasing “accepts” on their push notification. Website visitors will encounter an ad or a block before they reach the content. If they wish to access the content immediately, they can choose to accept push notifications. If they really don’t want to receive notifications, they can wait until time is up and then they can view the content.

Similarly, publishers can set up a page or a block that appears for users who didn’t subscribe to push notifications. This might appear partway through the content as another means of encouraging visitors to consent to the notifications.

Content blocking will likely grow in popularity as the popularity of ad blockers continues to grow too.

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