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Reddit trials search adverts targeted to users’ queries
Reddit is testing advertisements in search results, extending its existing ads across feeds and discussion threads. The placements will be selected partly for their relevance to a user’s query, giving advertisers another way to reach people while they search.
For example, searching for an espresso station could show adverts for coffee machines, beans or mugs; a home office search could feature monitors, desks or chairs. Reddit says the pilot involves a select number of advertisers. The test follows other recent platform changes, including new feeds and plans to restrict access to Reddit for people who are not logged in.
In short
- Reddit is piloting adverts in search results.
- Ads will be matched partly to search queries.
- A select group of advertisers will take part.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Query-matched adverts could help users discover products relevant to what they are already looking for, while giving Reddit another way to fund and improve its services. The pilot is limited, so the company can assess whether the placements are useful before expanding them.
The case against
Putting adverts alongside search results may make it harder for users to distinguish community recommendations from paid promotion, especially when people turn to Reddit for candid advice. Targeting based on queries may also feel intrusive, and could shift the search experience towards commercial interests at the expense of relevant discussion.
Explained simply
Reddit is a website where people post and discuss topics in communities called subreddits. Users can search those discussions for advice, recommendations and information, while the company earns money largely by showing adverts.
Advertisers can already place adverts in Reddit feeds and discussions. Search adverts are linked to what someone types, so a query about setting up a home office might bring up adverts for desks or monitors.
The change matters because search gives advertisers a way to reach people while they are actively looking for something. It also sits within Reddit’s wider effort to develop its services and revenue, as it changes how people use the platform.
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Originally published by The Verge as “Reddit is adding more ads”.