Definition
In-page push appeared in 2019 as the answer to two limits of classic web push: iOS did not support it, and Google's Chrome began to suppress the permission prompt on sites with low acceptance rates. An in-page push unit is served by the publisher's ad script like any display ad, slides into a corner of the page, and disappears when the visitor dismisses it or after a timeout. Because it lives on the page, every impression is counted at the moment of display, not at the moment of delivery to a tray.
How in-page push works
- The publisher places the network's script on the page, as for a banner.
- When the page loads, the script requests an ad and renders the notification-styled unit over the content, typically bottom right on desktop and top on mobile.
- The visitor clicks or dismisses it. Only clicks are billed, at the advertiser's CPC bid.
- The click lands on the advertiser URL with the source ID and click ID in the macros.
In-page push vs web push
| Aspect | Web push | In-page push |
|---|---|---|
| Needs a subscription | Yes | No |
| Shown when the browser is closed | Yes | No |
| Works on iOS Safari | Only with Home Screen web apps | Yes |
| Targeting by subscriber age | Yes | Not applicable |
| Pricing | CPC | CPC |
In practice the two formats take the same creative and the same offers; the buyer tests both and keeps the one with the better cost per conversion in each GEO.
Who uses in-page push
The same verticals as web push, with the addition of anyone who needs iOS reach: mVAS, sweepstakes, e-commerce, sports betting, finance apps and dating. Publishers like it because it monetizes visitors who declined the notification prompt and because it takes no fixed layout space.
Related terms
| Term | Relation | Where defined |
|---|---|---|
| Push notification ads | The subscription-based original | Term page |
| CPC | Pricing model | Term page |
| Interstitial ads | Another full-attention on-page format | Term page |
| CTR | Diagnostic metric | Term page |
FAQ
Is in-page push the same as a banner?
Technically it is served the same way, but the unit is styled as a notification, floats over the content instead of sitting in a slot, and is priced per click rather than per thousand impressions.
Why does in-page push reach iOS when web push does not?
Because nothing is sent through Apple's push service. The unit is part of the page, so Safari renders it like any other element.
What creative do I need?
An icon of 192 by 192 pixels, a title of up to 30 characters and a description of up to 45. The same assets serve a web push campaign.