Searches for espresso stations could surface coffee gear promotions as Reddit tests adding ads in results
Ads enter Reddit search
Reddit is testing advertising within its search results. The company says the ads will be selected using several factors, including how relevant they are to a search query.
A search for “espresso station” might show ads for espresso machines, beans, or mugs. Looking up a “home office setup” could surface promotions for monitors, desks, or office chairs.
Existing ads and pilot
Reddit already runs ads across its feeds in formats such as images, videos, sponsored posts, and AMAs. Advertising also appears within discussion threads. The company is initially piloting search ads with a select number of advertisers.
Platform changes continue
In recent weeks, Reddit has announced new Following and For You feeds and restrictions on who can access “Old Reddit.” Its latest announcement was a plan to make Reddit a “logged-in-only experience” to counter Google’s AI scraping. The change contributed to Reddit’s stock declining 29 percent.
Key points
- Reddit is testing ads in search results, using factors including relevance to the query.
- Searches for espresso or home office setups could show related product ads.
- The pilot initially involves a select number of advertisers.
- A 29 percent stock decline followed recent platform changes, including a logged-in-only plan.