Here’s a snippet from Google’s press release yesterday morning: This release of Chrome for Android supports the new emerging web standard for push notifications, enabling users to opt in to allow a specific website to send them push notifications just like an installed native app. Over the coming weeks, mobile web users will be able to opt in to receiving push notifications from early adopters including Beyond the Rack, eBay, Facebook, FanSided, Pinterest, Product Hunt, and VICE News. Roost and Mobify also provides services that make it easy for developers to integrate web-based push notifications into their site with minimal custom implementation work. This effort is part of a larger Google project called Service Workers. The aim of Service Workers is to give developers the ability to enable native app functionality on websites. Since many brands build apps simply for the push notification functionality, it’s appropriate that this audience re-engagement mainstay would lead the news in Chrome’s latest release. Chrome isn’t the first browser to provide an API for web-push notifications. Safari provided the ability with its release of OS X Mavericks over a year ago. But since Safari on desktop boasted a mere five percent browser market share, that release went largely unnoticed by web developers and content marketers. Get the full story at Social Media Today and Venture Beat