Reddit Tests Ads in Search Results

Reddit is testing ads in search results, adding another placement to its advertising platform. The ads will appear within results and may relate to a search query, according to Reddit.

Reddit says ad placement will be “based on a range of factors, including contextual relevance to a search query.” A search for “espresso station,” for example, could show ads for espresso, machines, beans or mugs. A search for a “home office setup” may show ads for monitors, desks or office chairs.

Reddit already displays ads in feeds, including images, videos, sponsored posts and AMAs, as well as within threads. The company says it is piloting search ads with a select number of advertisers.

The test follows several recent platform changes, including new Following and For You feeds and limits on access to “Old Reddit.” Reddit has also announced plans to make the platform a “logged-in-only experience” to fight Google’s AI scraping. The Verge reports that the announcement contributed to Reddit’s stock declining 29 percent.