Predictability is not the exact adjective we can apply to Push notifications. One day, they are at their all-time high; another, Google rolls out an update, and everything goes south very quickly. Changes in platform policies have taken many businesses aback. In this article, we answer one of the most pressing questions: Has Web Push lost its momentum, or is it simply evolving — and if so, into what? Let’s take a closer look at the state of the Web Push advertising market and explore its key challenges, major trends, and the opportunities available to those adapting to this changing environment. How Web Push changed in 2024–2025 In the…
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