Reddit Tests Search Ads to Expand Monetization
AI-generated image · US National Wire
The platform is piloting contextual advertisements within search results as it continues to overhaul its user experience and access models.
Reddit is testing a new advertising placement within its search results, according to reporting from The Verge. The update will allow ads to appear based on "contextual relevance to a search query," meaning a user searching for a "home office setup" might see ads for office chairs, desks, or monitors, while a search for an "espresso station" could surface ads for beans, mugs, or espresso machines.
Reddit is currently piloting this feature with a limited group of advertisers. This move expands the platform's existing ad inventory, which already includes sponsored posts, AMAs, videos, images, and ads placed within threads and feeds.
The push into search ads comes amid a series of broader platform shifts. The Verge reports that Reddit recently introduced "For You" and "Following" feeds and restricted access to "Old Reddit." Additionally, the company announced plans to transition to a "logged-in-only experience" to combat AI scraping by Google, a move that contributed to a 29 percent decline in Reddit's stock.