Google made the lives of all digital marketing industry harder by introducing a mandatory unsubscribe button and enhancing its GSB (Google Safe Browsing) policy. This caused an avalanche of opt-outs and domain bans.

The update became the hot topic in the niche, as it is disrupting the way the market used to operate. In this article, we’ll explore the current landscape of push notifications and whether they remain a viable source of revenue.

An Inside Look at the Events

Before Google released the latest update, the market situation was pretty stable and predictable. The number of subscriptions was significantly higher than the number of unsubscribes. Nothing changed, and the trend was positive. However, everything changed after Google’s latest update came into effect in the fourth quarter of 2024.

After the update, users had an easy option to unsubscribe from push notifications, and that is exactly what they began doing. So publishers began losing subscriptions and, therefore, profit.

Then came a wave of bans. Google started flagging and blocking domains, wiping out all existing push subscriptions in the process. The release of Chrome 130 made things even tougher—landing pages without push tags were being banned too, often due to the page content, ad creatives, or other technical elements.

All of this resulted in shrinking subscriber bases and lower earnings for publishers. As a consequence, traffic costs rose for advertisers, and overall profitability across the industry took a hit.

It’s a setback, but not a failure: these events brought the industry to a point where adaptation to new rules was necessary to regain profitability. Fortunately, RollerAds, a global ad network, has found a way to coexist with Google’s updated policies.

Achieving Balance in a Shifting Market with RollerAds

RollerAds shared their statistics for a small group of publishers most affected by GSB, clearly showing how they struggled at the end of 2024 and how things began to improve at the start of 2025.

Since then, subscription numbers have grown consistently month after month—clear evidence of a recovering market and increasing traffic volume. Everyone benefits: publishers see higher earnings, and advertisers enjoy stronger performance and ROI.

But this turnaround didn’t happen overnight. It took a collective effort and a development of a smart strategy to align with Google’s new rules and make sustainable growth possible.

And even though it’s certain that the market will never be the same and there’s no universal solution, RollerAds offers a collection of proven strategies and expert tips that help reduce the impact of Google’s new rules. It may not be a silver bullet, but it's a solid framework that accelerates adaptation and boosts performance. And though RollerAds doesn’t share their approach publicly, they are ready to talk to each publisher privately to analyze the situation and offer the best possible strategy to boost the outcome.

Wrapping Up 

Changes in policies are like changes in life — they are inevitable and should be met and overcome bravely. RollerAds would gladly help you with that. So if you are struggling with unsubscribes and bans, let RollerAds fix that. Get in touch with them today, and get your earnings back on track!

Use the promo code AFFPAY30 until September 1, 2025, and get +30% on your first payout. Share it with your manager to claim this welcoming bonus and kick things off.