In July, Reddit introduced a function called multi-subreddit, which allows advertisers to target a single message to more than one subreddit at a time. Reddit is also investing in original video content with video versions of its Ask Me Anything format.
Reddit has a self-serve ad platform that brands can use to create banner ads or promoted posts built off of Adzerk’s native ads API, and advertisers can target against tens of thousands of Reddit communities – anything from r/flyfishing to r/cats to r/doctorwho to r/apple.Īn in-house creative team established earlier this year “gives advertisers feedback and helps them gut check copy,” Ohanian said. But over the last year, Reddit has been head down on its ad products. That was the year Condé Nast, which bought Reddit in 2006, spun out the site as a wholly owned subsidiary.Īlthough Reddit flirted with the notion of native advertising, it didn’t activate. Reddit’s advertising products were pretty much on ice since 2011, Ohanian said. “Over the last year it’s become a kind of mission to try and make advertising suck less.” Regardless, “brands can be part of that conversation in a way that’s native to the platform,” Ohanian told AdExchanger. Huffman recently came under fire for using his admin privileges to secretly edit a pro-Trump user’s posts.) (Although there continue to be a few hiccups in that regard. Over the last year, Reddit has been working to transform itself from a safe space for trolls into a platform that adheres to the original vision, to be what Ohanian called “the home for conversation online.” That instability led to the return of Steve Huffman as CEO of Reddit last year after more than a decade away from the site he co-founded in 2005 with his University of Virginia roommate, Alexis Ohanian. Reddit’s reputation: not necessarily the most brand-safe environment. Reddit spent most of 2015 in a state of turmoil – executive shuffles and users in revolt over policy changes amid concerted and ongoing efforts to cut down on trolling and unsavory content.
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