Reddit Tests Ads in Search Results as Search Traffic Falls
Reddit is testing ads in search results within its app, starting with a select group of eligible advertisers. The ads are targeted by search query, primarily based on contextual relevance, and carry a small ad marker at the top of the results panel.
The test follows a decline in Reddit’s external search traffic. In the company’s Q3 performance update, CEO Steve Huffman said search traffic fell by more than 1 million referrals per week on average in October. Reddit has drawn significant traffic from search engines and from citations in AI chatbot answers.
Reddit said the placements use existing ad targeting on its search results pages, which it describes as having high purchase and search intent. The company said half of its users report that the platform helps them discover something new. A Reddit study published in July found that 72% of users come to the platform seeking information, and 64% of them have a specific goal in mind.
The search ad test is part of a broader push by Reddit to improve in-app discovery so users can find more relevant results for their queries.
Full story: Social Media Today
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