Reddit tests in-app search ads to replace declining Google traffic
Reddit announced it is testing new in-app search advertisements as user traffic from Google drops.
New ad format targets purchase intent
The company plans to surface these ads based on contextual relevance within search results. Screenshots shared by Reddit show the advertisements appearing near the top of the page. This limited test focuses on users who rely on the platform for buying advice.
Ads will expand over time
Only a small group of advertisers currently has access to this new format. Reddit stated it will evaluate user responses before refining the experience for everyone. The company intends to eventually expand access beyond the initial testing phase.
Broader platform changes underway
These ads arrive alongside a shakeup that restricts logged-out users from most content. CEO Steve Huffman noted that Google's AI mode caused significant declines in search traffic. The new ad strategy aims to help advertisers reach these specific high-intent users.
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