Dive Brief:

• Google has introduced a new feature with its Chrome 42 launch that will allow brands to send push notifications without the use of a mobile app. 
• "Chrome Notifications" prompt a site visitor on the Chrome browser to opt-in to receive notifications. After giving permission, the user will receive push notifications from that site even when Chrome is closed. 
• Brands like eBay, Facebook, Pinterest, and Vice News have already signed on to try out Chrome Notifications.

Dive Insight: 

An innovative aspect of Chrome Notifications is its ability to make it easier on the mobile user to opt-in to receiving messages. A user may not be persuaded to download and regularly use a brand app, but it's easy to click a button to receive notifications from a mobile site.

The idea will help reach outside apps and offer a way to send various types of push notifications. Because users must opt-in, there should be minimal reports of user dissatisfaction or annoyance.