SAN FRANCISCO—Reddit launched two new AI-powered advertising features aimed at helping brands drive greater engagement by tapping user conversations on the platform, the company said.
The company said according to Reuters that its AI-driven tool, “Reddit Insights”, would provide real-time insights to marketers for planning campaigns by identifying trends on the platform and testing campaign ideas.
It will also provide a feature called “Conversation Summary Add-ons”, allowing brands to integrate “positive” user comments directly under the ads to show what they think about the ad subject.
Platforms such as Reddit, Snap and Pinterest are leaning on AI-driven ad targeting tools to attract marketers in a fiercely competitive ad market amid economic uncertainties.
Reddit’s announcement comes after WPP Media trimmed its forecast for global ad revenue growth to 6 per cent from its prior target of 7.7 per cent due to uncertainties related to changing US trade policies.
Brands are expected to prioritize flexible ad contracts and accelerate the adoption of AI tools in ad production and user targeting, the media investment arm of ad group WPP said.
