Reddit is rolling out an initial test of ad placements within its search results pages, serving contextually relevant ads to users through select eligible advertisers.
According to the company, search ads will appear based on relevance to what the user is searching for. For example, a search for coffee maker could show ads for coffee or mugs. The test is currently being conducted with a select group of advertisers.
This decision is linked to the changes that artificial intelligence is bringing to search engines. As the new systems give answers directly to users without sending them to external websites, traffic to Reddit has decreased.
Meanwhile, data shows that daily active users in the United States fell from 53,2 million in the previous quarter to 50,7 million. To protect its content from automatic data collection by artificial intelligence systems and increase its value to advertisers, Reddit also announced plans to gradually require visitors to log in to their accounts.
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