Troy Sanders
Key takeaways: Reddit is testing query-targeted ads in app search results. The placements will be marked as ads and primarily matched to contextual relevance. Reddit will begin with a select group of eligible advertisers. The test comes as the company reports a decline in search referrals.
Reddit is testing ads in search results to connect advertising with users’ discovery activity. The ads will be targeted by query and identified by a small ad marker near the top of the results panel.
Reddit says users visit the platform for human perspectives and experiences, and half say it helps them discover something new. The company is testing search ad placements that use its existing targeting on search results pages, which Reddit describes as having high purchase and search intent.
Reddit says several factors will determine which promotions appear in search results, with contextual relevance serving as the primary consideration.
The search ads test is part of Reddit’s broader effort to improve discovery and help users find more relevant results for their queries.
In July, Reddit published a study reporting that 72% of users come to the platform seeking information, and 64% of those users have a specific goal in mind.
Reddit also receives substantial citation volume from AI chatbots, connecting the platform’s search visibility with the way people discover information through AI tools.
However, AI-driven traffic has begun to decline. In its Q3 performance update, Reddit CEO Steve Huffman said the company’s search traffic fell by an average of more than 1 million referrals per week in October.
The reduction in referrals may affect the value of Reddit’s in-app discovery experience. The search ads test indicates that Reddit is seeking to maintain its role in product discovery.
Reddit says it will initially test search ads with a select group of eligible advertisers.
Cameron Steel
Maya Kensington
