In-Page Push

What it actually is

A small notification-style unit — 192×192 image, 30-character headline, 40-character body — rendered as a DOM element inside the publisher’s page. It mimics the look of a native OS push notification. No subscription, no service worker, no permission prompt. The user sees it because the page rendered it, not because they opted into anything.

Classic web push died on iOS Safari because Apple never shipped the standard. In-page push is what replaced it. By 2022 most of my iGaming clients at PropellerAds had migrated their push budget into in-page push for any campaign with meaningful iOS traffic.

Why it actually converts

• iOS-friendly with zero opt-in dependency — the share of iGaming traffic that’s iPhone in tier-1 markets is roughly 45–60%, and classic push misses all of it
• 192×192 creative + tight character limits force you to write a good hook — sloppy push copy loses, in-page push punishes it harder
• Pairs cleanly with popunder on the same publisher — you don’t burn the audience the way two popunders would
• CPC and CPA bidding both available — on Adsterra’s in-page push for tier-2 iGaming, CPC under €0.012 has been workable in 2024–2025

Best for

• VPN, antivirus, utility installs — the impulse-friction click pattern fits
• App downloads and trial signups where the offer survives a short headline
• iGaming player acquisition on iOS-heavy GEOs (Italy, Spain, UK)
• Dating SOI flows where the headline carries the hook

What it is not

It is not a replacement for a landing page. The 30/40-character headline is where the conversion is won or lost. If your offer needs a paragraph of explanation, in-page push is the wrong format. Native is the answer.

Specs

• Pricing models: CPM, CPC, and CPA. CPC dominates for utility installs; CPA-goal where you have the postback volume to feed it
• Devices: Mobile and desktop. iOS share is the unlock — that’s the entire reason the format exists
• GEO coverage: 240+ countries. Tier-1 EU and US carry the highest CPMs; tier-2 LATAM scales cheapest
• Anti-fraud: Multi-layer filtering plus ML scoring on each impression. In-page push has less fraud surface than classic push because there’s no subscription database to poison