Reddit has announced that all advertisers can now serve ads between comments on discussion pages.

Reddit first introduced Conversation Ads last year. As part of the launch, the platform added a new design, improved brand safety measures, and more ad placements. Now, advertisers can place ads between user comments on Reddit’s conversation pages. 

These ads will be labeled as “promoted,” and they come with a call-to-action button for further engagement. If a user clicks on an ad, they can take more actions, such as visiting a brand’s website or engaging with the brand. 

The platform says advertisers using Conversation Ads will automatically be opted into available ad slots that align with their brand safety settings. This means they won’t have to manually place ads within comment sections. It will be handled by Reddit’s system.

Brand safety and measurement tools

With this update, Reddit is also improving its brand safety measures. The platform has partnered with DoubleVerify and Integral Ad Science (IAS) to ensure that all inventory on conversation pages is measurable.

The company claims that all inventory on its conversation pages will now be measurable using these tools. This could give advertisers confidence that their ads are appearing in appropriate environments. 

Reddit introduces Campaign Import for Meta advertisers

The company is also introducing a Campaign Import tool that allows advertisers to transfer campaigns from Meta directly into Reddit Ads Manager. 

According to Search Engine Land, after signing into their Meta account within Reddit’s system, advertisers can select an existing campaign, import it, and adjust the settings to fit Reddit’s ad environment before launching.

Reddit will further update its Campaign Quality Assurance (QA) system. Previously, advertisers had to jump between multiple settings pages to review campaign details. Now, Reddit is consolidating all key campaign information into one review page. With this update, advertisers can navigate to the relevant section and make adjustments before launching their campaigns.

More platforms are finding new ad placements

As competition for user attention increases, platforms are finding new surfaces to integrate ads, whether within conversations, notifications, or even social video feeds. Meta, for example, recently announced it would begin placing ads in Facebook’s notification section. The company is hoping advertisers can place ads beyond the usual news feed or Stories placements. TikTok and YouTube have also introduced more ad slots within feeds, comments, and search results. 

Like other platforms, Reddit is opening advertisers to new ways to serve ads. Placing ads within chat sections could provide opportunities to reach users in different engagement contexts. But the challenge will be understanding how each placement fits into advertisers’ marketing strategy and ensuring that ads appear in the right place to drive meaningful results.

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