Reddit has rolled out a new feature inside its Business Manager called the Partners page. The new update will allow collaboration between advertisers and agencies by “creating partnerships.” 

The company says the tool is a direct response to how brands and agencies collaborate behind the scenes. The Partners page will enable advertisers to share access to key business assets, like ad profiles, credit lines, the username shown with an ad, and payment methods, with agencies or business partners. 

Advertisers can now connect their business with others, like a creative agency or media buyer, directly inside Business Manager instead of operating alone. For example, advertisers can now run a co-branded campaign as their partner’s profile. They can also extend their credit line to agencies, so they’re billed directly without needing to manage payments off-platform. The platform said advertisers can opt out when they choose to, and partnerships can be removed if business needs change.

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Agencies get a more centralized workflow for Reddit advertising

According to the Reddit, agencies will also benefit from the Partners page update. They will be able to collaborate with clients inside Reddit’s Business Manager.

Agencies can now build their own businesses in Reddit’s Business Manager. They can also manage their internal teams, set different permission levels, control which partners have access to which parts of a client’s campaigns, and centralize performance reporting across accounts.

Reddit says more shareable business assets are coming

While this initial rollout focuses on profiles and credit lines, Reddit says more is coming. The company plans to expand what businesses can share in the future,  including pixels, audience data, and even ad accounts.

Reddit launched Reddit Business Manager in 2024. At launch, the company said the tool was designed to enable advertisers to “manage everything under their own business umbrella.” 

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