What is Push Traffic?

Push traffic is audience acquired through browser or in-app push notifications: a subscriber sees an ad message on screen and clicks through. Sources include push ad networks (PropellerAds, RichAds, Megapu.sh, etc.), owned subscriber bases, and remnant inventory from large networks.

In arbitrage, push is historically tied to aggressive verticals: gambling, nutra, dating, antivirus sweepstakes. CPC/CPM is low and volume is high; quality and CR depend heavily on GEO, creative, and offer fit.

Channel traits

• Format — icon, title, body, sometimes rich image; character limits per network.
• Targeting — GEO, OS, language, subscription age, carrier, Wi‑Fi/mobile.
• Pricing — CPC, CPV (per notification shown), sometimes CPA with direct publishers.

Optimization

Frequency caps matter to avoid list burnout; test creatives with emoji and urgency; split campaigns by mobile/desktop. Sub IDs per zone and creative are mandatory — otherwise you cannot cut losing bundles. Fresh subs (Day 0–1) often have higher CTR but lower quality vs. aged subs.

Risks

Bot and incentivized subscriptions, policy limits on adult and misleading creatives. Some advertisers and networks ban push in IOs. Without tracker and postback, ROI optimization is impossible.

See also: push ad networks (buying sources), push notification advertising (format), traffic source.