Reddit Tests Sponsored Ads in Search Results

Reddit has begun testing sponsored advertisements in its search results with a select group of eligible advertisers, adding a new placement aimed at people searching the platform for product information and recommendations. The company said ads may be selected using factors including a user’s search query and contextual relevance. Its examples included showing coffee machines, beans or mugs to someone searching for an espresso setup, and desks or monitors to someone looking into a home office. Reddit said the test will help it assess user responses and refine the experience for users and advertisers. The trial is limited to the initial advertiser group. Reddit has not announced how long it will run, how many users will see the ads or when access might expand. The placements are an addition to existing advertising on the platform, not Reddit’s first use of ads. One report said the search placements will be labeled as sponsored content. The test comes as Reddit has reported a decline in traffic referrals from external search. CEO Steve Huffman said the platform received, on average, more than one million fewer search referrals per week in October. That figure was attributed to...