Reddit has restructured its advertising ecosystem to enhance performance and clarity by introducing a more streamlined ad targeting model and launching an interactive ad format aimed at boosting user engagement. The new targeting framework divides options into Audience Controls and Audience Suggestions, simplifying campaign setup in Ads Manager. Audience Controls enforce fixed parameters like location, device, and subreddit targeting to ensure precise delivery and brand safety, while Audience Suggestions use Reddit’s behavioral data to extend reach through intelligent recommendations. This dual-layer approach gives advertisers better alignment with campaign goals without sacrificing relevance. Complementing this, Reddit’s new Interactive Ads format featuring polls, quizzes, and mini-games promotes deeper engagement by integrating seamlessly into Reddit’s community-driven environment, empowering brands to create more immersive and dynamic storytelling experiences.
Reddit Introduces a More Structured Ad Targeting Model
To improve usability and campaign clarity, Reddit has reorganized its ad targeting options into two core categories: Audience Controls and Audience Suggestions. This new structure reduces complexity in Ads Manager and helps advertisers better distinguish between mandatory targeting rules and algorithmic optimization signals.
By separating control-based inputs from recommendation-based inputs, Reddit makes it easier for brands to align targeting strategy with campaign objectives.
Audience Controls: Precision and Brand Safety
Audience Controls represent the foundational targeting rules of Reddit advertising. These settings define strict boundaries that determine where and to whom ads can be shown.
They allow advertisers to:
- Maintain precise audience definition and potential Reddit subscribers
- Protect brand suitability
- Ensure ads appear in relevant environments
Typical Audience Controls include location, device type, subreddit targeting, and interest-based filters. These controls remain fixed throughout campaign delivery and are always respected by Reddit’s optimization system.
Audience Suggestions: Smarter Reach Expansion
While Audience Controls focus on precision, Audience Suggestions are designed to enhance scale and efficiency. Powered by Reddit’s behavioral and engagement data, these suggestions help identify users who are likely to be interested in an ad, even if they fall outside manually selected criteria.
This approach enables advertisers to:
- Reach new but relevant audiences
- Improve delivery efficiency
- Leverage machine learning for better results
Audience Suggestions work alongside Audience Controls, offering flexibility without compromising relevance.
Interactive Ads: Driving Engagement on Reddit
In addition to targeting improvements, Reddit has introduced Interactive Ads, a new format built to increase user engagement directly within the feed. Rather than relying on passive impressions, this format encourages active participation.
Interactive Ads can include elements such as polls, quizzes, mini-games, or dynamic reveal features. These experiences are designed to feel native to Reddit’s community-driven environment while allowing brands to tell richer stories.
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