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.