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Reddit trials targeted search ads as Google AI cuts referral traffic
Reddit is testing advertisements in its search results, aiming to reach users whose searches suggest they are considering a purchase. The move comes as Google’s AI mode is reducing traffic to Reddit, prompting the company to seek new ways to earn revenue and improve ad targeting.
The initial trial will give access to a limited group of advertisers, with ads placed according to contextual relevance; a search for an espresso station, for example, might show coffee-related products. Reddit has not said how frequently ads will appear, though company screenshots show them near the top of results. The test accompanies plans to restrict most content from people who are not logged in, alongside other measures to limit scraping.
In short
- Reddit is testing ads in search results.
- The trial targets searches that signal buying interest.
- The test comes as Google AI reduces traffic to Reddit.
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The strongest fair case each way — we don't pick a winner.
The case for
Targeted search ads could help Reddit replace revenue as AI-generated search answers send fewer visitors to the site, while matching promotions to users’ immediate interests may make ads more relevant. If kept limited and clearly distinguished from results, the trial could support Reddit’s services without relying as heavily on intrusive or broadly targeted advertising.
The case against
Placing ads near the top of search results risks making it harder for users to distinguish useful community discussions from paid promotion, and purchase-oriented targeting may make searches feel commercialised. Restricting access to logged-out users could also reduce the openness that helps people discover Reddit discussions through search engines, potentially weakening the community reach the company is trying to monetise.
Explained simply
Reddit is a website where people take part in topic-based forums, sharing questions, advice and personal experiences. Its search tool lets users look through discussions, including when researching products or services.
The company earns much of its money from advertising, so changes in how people find and use its content can affect its business. Google is a major route by which people reach Reddit, and its AI search features can provide answers without sending users to the original sites.
Reddit’s plans to limit access for people who are not logged in and to restrict automated copying of its content are part of wider efforts to manage how its discussions are accessed. These changes matter to advertisers, users and businesses that rely on Reddit’s content or on visitors arriving from search engines.
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Originally published by Engadget as “Reddit is testing in-app search ads as traffic from Google declines”.