Reddit has begun focusing on luring brands and making its site a more attractive ad platform, marking a shift in strategy for the discussion forum, which has historically prioritized user growth over monetization. Reddit has been aggressively pitching brands on sponsorship opportunities and has discussed investing more heavily in combating objectionable posts on the site, according to CNBC.
It is also pitching brands new ad formats, including a “top post takeover” that puts branded content on the front page of the site for 24 hours. Coupled with Reddit’s large and engaged user base, the company’s new ad initiative could help it unlock ad spend from blue chips and small- to medium-sized businesses (SMBs) alike
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