Reddit provides an enormous online social forum for everyday people to share news, discuss hobbies, and rate/review products. The platform has attracted a broad user base, with more than 300 million 'Redditors' regularly visiting.
Not surprisingly, the platform has become highly attractive to digital marketers looking to acquire customers; someone looking for a coffee machine very often goes to Reddit to hear what coffee lovers prefer. However, Reddit can pose risks to advertisers. First, content can be negative, either generally or with reference to a company's product. For example, if a politically incorrect comment is posted and results in disrespectful exchanges between Redditors, does a Company really want to be advertising alongside? Or, more likely (since moderators can quickly remove insensitive comments), what if Redditors criticize a brand directly? Should a brand be advertising on a page that discredits it? Similarly, some companies may struggle to balance reach and relevance on Reddit. Should a coffee machine manufacturer be advertising on a page about soft drinks just because the page discusses 'beverages'?
This past week, Reddit took significant steps to mitigate these risks and provide a better experience to its advertising customers. Specifically, the Company launched a new tiered ad inventory system, which allows marketers to choose 3 types of advertising reach:
1) Expanded Inventory: Largest reach, least control over brand safety and relevance
2) Standard Inventory: Recommended by Reddit; a balance between reach, relevance, and brand safety
3) Limited inventory: Strict brand safety protocols, including review by an intelligent contextual intelligence system and a 3rd party verification process
The article below outlines the changes, and provides a link to Reddit's formal announcement. It will be interesting to see how these changes are received, and the extent to which digital marketers use them to hone their campaigns.
https://www.marketingdive.com/news/reddit-offers-stronger-brand-safety-controls-with-tiered-ad-inventory/585789/
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