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Question for List Owners & Traffic Source - How does Push List Actually Work? (10)

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So recently I was blacklisting push traffic placements and it got me thinking about a base assumption that I was making which carries over from pop traffic: 1 Placement = 1 Website

However after speaking to one of my account reps I realize that this might not actually be true.

So I wanted to check with the STM community of push list owners and also traffic source reps:

1. Whether 1 placement = 1 domain? Or could it be a collection of domains that the publisher owns bundled under 1 placement?
2. Is there a method to overlay different websites with the same push list collection code and is there any benefit in doing so? I.e. putting a code in the header of www.domain1.com with a push list for www.domain2.com
3. As I understand 1 push list = 1 domain since the browser permission is linked to the domain. (Correct me if I'm wrong). But how granular can you sub-target for the notifications? I.e. for geo targetting is it based upon the location of the person at time of collection or where they are currently and what is the tech limitation of how granular you can target.
4. Anyone mind explaining the flow of how it would work if say you had a push list and "rented" it to a traffic source? I.e. is there some program/script that directly link control of the push list from publisher to traffic source or is it more discretionary on the publisher's side to push the notice out and that they then track the clicks/engagements etc.

Hope to hear some thoughts on any of the above and understand this could vary from a case by case basis but I think it would be helpful to myself and others to understand this business in more depth(or if anyone has anything else to ask please chime in).

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Don't take this for granted but this is how I believe it works : Since the traffic network itself will be sending out the pushes, they cannot collect permissions for the domains (websites) that they were collected on, because they would have to own maybe 1000s of domains. So I think, those who are collecting the pushes for them, are using some script that collects permissions for the tracking domains of the particular network. Each of these sellers will get their ID, and I guess those IDs are used as identifiers that we can blacklist by.

Next category would be people who manage their own push lists and work with larger push networks to get them advertisers, so it's like with websites and banner ads ... and every such publisher get's their unique ID or IDs.

And there is another thing, one push network reselling the inventory of another push network, these would get their unique ID's again.

So in the end, it's gonna be a mix and an ID can equal to a single website, collection of websites from one publisher or the whole inventory of another network that they resell for.

Would love to hear from someone who actually operates a push network, to confirm or deny my theory here

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Hey @sushiparlour

In most cases 1 placement / subid / target = 1 domain where the user registered to receive push notifications from. Most ad networks have an additional id to denote entire publishers, or groups of placements.

Using Zeropark nomenclature, target = domain where the user registered; source = publisher / list owner, who typically has more than 1 site.

Hope it helps!
Neill

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So can I confirm and say there is a script that allows you to control the publisher's list (and automate the push notification process) and if so how would it work? Say if I have a list currently on onesignal how could I rent it to you?

Also how does the targeting work? For example if you want to target geos is it based upon the subscribers geo at the time of subscription or is it done at the time the push notification is sent out? (similarly for other targeting criterias etc.)

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The geotargeting is based on when the push gets sent. You can verify this by subscribing on your computer and then activating a VPN for some other country. You'll start getting push notifications in other languages. Change the VPN location and the notifications change with it.

But for this:

Really good question and I'd also like to understand.

It seems like this is happening on Megapush where you can buy traffic from "exclusive lists" which could be private and brokered solely to Megapush advertisers.

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So I guess my question would be then how much information can the push list owner get about the subscriber at time of sending? Since you see some traffic sources allow more detailed targeting whilst others do not, am wondering if this is simply a tech difference on the platform i.e. the traffic sources neesd to build the ability to target carrier, browser, language...

Honestly I have a ton of questions so a PM with a list owner would be good but also thought some of this information could help others too hence the public discussion

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Yup, this should be just the tech differences between platforms, some are able to target better than others. This is what actually makes it possible for several traffic networks to resell the same inventory and still stay relevant for advertisers. All DSPs work like that too. Technically, you could go directly to the original source (whenever possible) and buy the impressions/clicks there, but quite often that also would mean you had to buy ALL the traffic, or at least large chunks that would include traffic you possibly couldn't use. So it's better to go to a smaller network that resells them and cherry-pick just the targets you need, because these smaller networks offer better targeting.

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If Admaven sees this thread I bet they'll chime in. My rep is incredibly helpful and has explained so much to me about their system. But I think even some push network owners are still learning how it all works, because I've had reps explain something then backtrack and re-explain differently. It's still a very new traffic type so there's a lot to understand for all involved

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You need to differentiate between list owners and arbitrage lists. We have our own list that we collected from our own direct sites. So each sub id on our platform indeed is one site. So that is the case with direct sources. But for instance, with push marketplaces, you can have 2 segments, one sub-id that is one source, But even traffic sources that use arbitrage has one sub id for one site, so you could blacklist it. Otherwise you can't really optimize.

But in my opinion, you should ask yourself about all push sources is what is it that I'm buying? Now might sound like self-promotion, but take this aside, since we are also constantly contemplating about this issue and we are also buying traffic and selling.

So think about this, What would you prefer, a network that is solely arbitrage but you can get a decent amount in a decent price but the quality isn't the best or a direct source that is more costly but you get more value for your clicks. It's just the difference between networks that can control everything if the user is yours and not arbitrage, the network knows when he registered. Arbitrage networks can give you more traffic in lower prices but is it the best quality? It's the same question that you got with pop but with more complexity.

In the end, there is one thing that is constant, a good offer would work on every traffic and some offers you need the top quality. For instance, i don't think you can go wrong with Sweepstakes, Dating and the offers you constantly hear about, this can work on most traffic sources. But like more complexed offers, like insurance, Nutra and so on you kind of need the top quality. So just choose carefully what you are running and where. Since push emerged in its current configuration everybody started having it, and it's a blessing for affiliates and media buyers, but just take it in considaration when you choose what offer to promote where

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@sushiparlour we do not create exclusive lists for buying traffic, whitelisting in our system is done via the Target and Source subID's once you find the traffic that works you can build up a whitelisted campaign this way.

our targeting options are based on what we get from the user at the time of subscription and device/IP data at the time of the click. We can go in as far as the data sent which at the moment is things like, City, carrier and language targeting.

As for selling us your subscriber list you will need to get in touch with publishers@zeropark.com

Thanks!
Neill

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