Techniques for managing notifications are described. In an example, a computing device presents content in an application window based on an execution of an application. Notification data is received by a computing device. Based on a context associated with the computing device, such as whether the application window is the foreground and whether the notification data is associated with the application or such as the operational mode of the computing device, a determination is made whether to present a corresponding notification in-context within the application window or in a pop-up window. Otherwise, the notification is added to a notification list and can be summarized in a notification summary.