A method for enabling a notification-providing system to allow third-party publishers to push notifications of interest to a user device as part of a notification subscription service. A computing device may receive notifications from one or more third-party systems. Each notification may be associated with one or more tags. The computing device may determine one or more interests of a user based in least in part on social graph information of the user. The computing device may match the user interests to the received tags to identify relevant notifications. The computing device may send one or more of the identified notifications to one or more delivery channels of the user.