Push ads
Push ads are traffic a buyer purchases from push advertising networks: a pre-existing, third-party subscriber base (often gathered across many sites and apps) that the network sends advertiser messages to for a fee. It's important not to confuse this with an owned push channel that a buyer builds themselves through their own site or PWA.
How push ads work as a buying channel
Push networks aggregate subscriptions collected from various sources (often low-quality sites where a user clicked Allow accidentally or without much thought) and sell impressions against that base to advertisers, priced by CPC, CPM, or through an RTB auction. The base's quality varies a lot: some subscribers have long gone inactive or opted in by accident, which is why CTR and conversion swing widely between networks and segments.
Push ads vs. an owned push base
The key difference: push ads are a one-off purchase of someone else's impression, while a push base built through your own PWA is an asset you own, one you can message for free as many times as you like, until the user unsubscribes. APEX's push engine is built around that second scenario: building your own base through PWA opt-ins, then segmenting it and running triggered campaigns, an owned channel instead of a constant purchase of someone else's traffic.
FAQ
- Are push ads the same thing as push notifications from your own site?
- No: push ads mean buying impressions on someone else's aggregated network, while push notifications from your own site or PWA are messages to your own subscriber base, with no per-impression cost.
- Can push ads be used to build your own base?
- Not directly, push ads show your message to someone else's base, they don't subscribe that user to yours; building your own base requires a separate opt-in on your own site or PWA.
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