Reddit tests search ads as traffic from Google declines
The ad tests target users showing high purchase intent, as Google's AI search changes how people find Reddit content.
Key facts
Story- Reddit is testing ads in its search results and in-app search.
- The company says the ads will reach users who show high purchase intent.
- The tests come as traffic to Reddit from Google has declined.
Reddit is testing advertisements in its search results, a move that could help the company earn more money from users it already has. The tests come as traffic from Google has fallen.
The new placements appear in Reddit's search results and within its app. According to the company, the ads are designed to reach users who show a "high purchase" intent, meaning people who appear ready to buy something. Reddit has not said how long the tests will run or when they might be made available more widely.
Falling traffic from Google
Reddit has long relied on Google to send visitors to its discussion threads. That flow has weakened as Google's AI-powered search shows more direct answers on its results page. Fewer people clicking through means fewer people seeing Reddit's ads, which has raised concerns about the company's growth.
The ad tests are one response. Rather than depending on new visitors arriving from outside, Reddit is looking to earn more from people who already use its search and app. Reddit has not given figures for how much revenue the tests could bring in.
What it means for users
For people using Reddit, the change means more sponsored results may appear when they search for products or advice. Reddit has not said how the ads will be labelled or how they will be chosen beyond the purchase-intent signal.
The company has not yet said whether the placements will reach users outside the countries where the tests are running. What happens next depends on how the tests perform with advertisers and users.
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