Reddit finally went public on Wednesday and achieved its long-awaited IPO, but its advertising game hasn’t exactly shifted into high gear. It’s still seen as this quirky niche platform to most people including advertisers, but that’s OK — or at least it should be.
Advertisers aren’t exactly turning up their noses at the idea. To them, having a niche platform with broad appeal sounds like a pretty neat addition to the roster of scaled platforms they already buy from. Even so, based on conversations Digiday has had with numerous advertisers over the past 18 months, it’s clear they still have a lot to wrap their heads around when it comes to Reddit.
For starters, there’s targeting; it’s not done on the same behavioral data other platforms use. Instead, advertisers use contextual and interest-based signals that come from the users within its communities.
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The original post is at Marketing Archives – Digiday
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