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Re:Push API – W3C Working Draft by tokenizerrr on Monday October 27, 2014 @11:16AM (#8515953)
I'm not sure how this would be used for advertising? This is about pushing messages to the user agent when it is not actively visiting a page. Ads are actively requested when you view a page, there is no need for push there.
Re:Push API – W3C Working Draft by paulojreis on Monday October 27, 2014 @11:36AM (#8516101)
So "they" can reach you, even if you don't visit. I guess it will be used to "remind" or notify you of all new posts/entries/content/everything. From there, it can move fast to notifying you about a new sponsor (or just saying who sponsored the new post).

Of course, it will need user approval, so the problem is (I hope) minimized (but just wait for the amount of Google+ "friend invites" notifications you will receive, even if you visited it only once).