Reddit has started testing advertising inside its search results, days after warning investors that traffic coming from search engines is falling and that its next-quarter revenue forecast came in below expectations. The company said the test is limited to a select group of eligible advertisers.
The new format lets brands reach users at the moment they look for products, recommendations and advice on the platform, according to TechCrunch and Engadget. Reddit said the ads shown will depend on factors such as how well they match the search query.
How Reddit's search ads work
Reddit described the move as an initial test and said it will study how users respond before refining the experience for both users and advertisers over time, as reported by TechCrunch.
The company offered examples of the kinds of ads that might appear. A search for an espresso station could display ads for espresso machines, coffee or mugs, while someone searching for a home office setup might see ads for monitors, desks and office chairs, according to TechCrunch and Engadget.
Reddit did not say how often ads may appear, but Engadget noted that company screenshots showed them near the top of search results.
- Announced as an "initial test" with a select group of eligible advertisers
- Ads appear based on contextual relevance to the search query
- A search for "espresso station" could show ads for espresso machines, coffee or mugs
- A search for "home office setup" could surface monitors, desks or office chairs
