Are there any push notification tools that work well with cookie restrictions and first-party audience building?

Yes — but the best fit depends on what you mean by “push” and how strict the cookie restrictions are.

If you mean web push notifications

Web push is often a good fit because it doesn’t depend on third-party cookies in the same way ad retargeting does. It typically relies on:

• an opt-in subscription
• browser/service worker permissions
• your own first-party site data

Tools to look at

• OneSignal — solid for web push, segmentation, automation, and first-party audience use cases.
• WonderPush — web push + personalization, often used for owned audience engagement.
• PushEngage — strong for publishers/ecommerce, audience segmentation, automation.
• VWO Engage (formerly PushCrew) — web push focused, audience targeting.
• Airship — more enterprise, supports push across web/mobile with customer data integration.

If you mean building first-party audiences for messaging/retargeting

You’ll usually want a platform that can ingest and activate:

• email
• SMS
• web push
• in-app push
• on-site events
• server-side events / CRM data

Better-fit tools

• Braze — very strong for first-party customer engagement and event-driven messaging.
• Iterable — good for omnichannel journeys and first-party segmentation.
• Customer.io — flexible, developer-friendly, strong event-based automation.
• Klaviyo — especially good for ecommerce first-party audience building.
• Salesforce Marketing Cloud / Adobe Journey Optimizer — enterprise options.

Cookie-restriction-friendly approach

For audience building under cookie constraints, look for tools that support:

• first-party identity resolution (email, login ID, hashed identifiers)
• server-side tracking
• consent management integration
• CDP integrations like Segment, RudderStack, mParticle
• subscription-based channels like push and email

Practical recommendation

• If you want simple web push: start with OneSignal or PushEngage.
• If you want serious first-party lifecycle marketing: look at Braze, Iterable, or Customer.io.
• If you’re ecommerce-focused: Klaviyo plus web push integration can work well.

Important caveat

Web push is not a replacement for cookies in every use case:

• It requires explicit user permission.
• It works best for owned audience engagement, not anonymous cross-site ad targeting.
• For broader audience building, pair it with email capture, login, and server-side events.

If you want, I can also give you:

1. a comparison table of the top tools, or
2. a list specifically for ecommerce / publishers / SaaS.