Web push notifications might seem like the answer to a common challenge—messages can reach consumers without requiring an app install—but marketers are at risk of repeating past mistakes on other channels. Keith Sibson, senior vice president of product and marketing at digital publishing audience development company PostUp, spoke with eMarketer's Rahul Chadha about the key to getting these notifications right. Sibson was interviewed as part of eMarketer's November report "Push Notifications 2018: How to Win Opt-Ins, Develop Metrics and Get the Creative Right."

From a user experience standpoint, web push notifications are indistinguishable from regular app notifications in most cases.