Reddit plans search ad test as Google traffic declines
A limited group of advertisers will initially get access to the format, which Reddit says will match ads to the context of searches.
Reddit plans to test advertising within its search results, seeking to reach people using the platform for purchasing advice as it reports falling traffic from Google. The company said the trial would help it assess users’ reactions before making adjustments.
Ad selection will take account of the context of a search, alongside other factors, Reddit said in a blog post. It gave an example of a search about an espresso setup prompting promotions for coffee equipment, beans or mugs.
Reddit has not specified how frequently users might encounter the ads. Company-provided screenshots placed them toward the top of results. Access for advertisers will be limited during the initial phase, though Reddit indicated that broader availability could follow.
The test accompanies plans to make most Reddit content inaccessible without an account login. Reddit attributed a significant drop in search traffic to Google’s AI mode. CEO Steve Huffman said requiring users to log in would improve the company’s ability to target advertising.
Reddit has also restricted its developer platform and Old Reddit as part of efforts to counter scraping.
