Reddit Expands Conversation Ad Inventory with New Brand Safety Reporting

Reddit is rolling out expanded conversation ad inventory to all advertisers, offering brands deeper integration within user discussions. The update allows advertisers to place ads between comments on conversation pages, aiming to enhance engagement with high-intent users. Additionally, the platform has introduced new brand safety and suitability reporting through partnerships with DoubleVerify and Integral Ad Science (IAS).

The expansion follows previous enhancements to Reddit’s conversation ad format, which included a redesigned layout and improved safety controls. With this update, advertisers using conversation ads will now be automatically opted into ad placements throughout the comments section, ensuring broader visibility while adhering to their specified brand safety requirements.

Data from Reddit suggests that advertisers utilizing both conversation and feed ads see a 12% reduction in costs compared to those exclusively targeting the feed. The ability to integrate ads within conversation threads provides brands with new opportunities to reach engaged audiences discussing specific topics, increasing the potential for campaign success.

This development aligns with Reddit’s ongoing strategy to monetize its highly engaged user base while providing advertisers with more precise targeting tools. By offering additional inventory deeper within discussions, brands can extend their reach beyond the main feed and into spaces where users are actively sharing insights and opinions.

To ensure a secure advertising environment, Reddit has integrated third-party verification from DoubleVerify and IAS. These partnerships allow advertisers to measure campaign suitability and ensure placements align with their brand guidelines. The new reporting tools provide greater transparency into ad delivery, catering to brands with stringent safety standards.

Advertisers currently using DoubleVerify or IAS can coordinate with their representatives to understand how the expanded conversation ad inventory will reflect in their reporting.