Singapore – Integral Ad Science (IAS) has announced new partnerships with social media platforms Pinterest and Reddit to provide advertisers for these platforms with AI-driven brand safety measurement tools via IAS’s AI-driven Total Media Quality (TMQ) Brand Safety and Suitability product.

As part of Total Media Quality (TMQ) for Pinterest, advertisers get access to Viewability, Invalid Traffic (IVT), and Brand Safety Measurement within IAS Signal, the unified reporting platform that delivers the data and insights advertisers need to easily manage their digital campaigns. This enhancement expands on IAS’s partnership with Pinterest, which offered Viewability and Invalid Traffic (IVT) Measurement across display and video inventory in 2023. 

Meanwhile, for Reddit–the partnership will give advertisers an additional layer of trusted, third-party transparency in their investment on Reddit as they reach and engage with the platform’s 100,000+ interest-based, intent-driven communities. Global Reddit advertisers will have access to IAS’s reliable, independent Brand Safety and Suitability, Viewability, and Invalid Traffic (IVT) measurement to safeguard and scale their campaigns across Reddit. 

Lisa Utzschneider, CEO of IAS, said, “Reddit continues to be a leader in contextually relevant conversations, with a breadth of opportunities for advertisers to reach its highly engaged communities. Our partnership will give Reddit customers additional confidence that their ads are appearing alongside content that aligns with their brand values via reliable and accurate data, so they can focus on driving business growth within Reddit’s uniquely valuable archive of human experience.”

She added, “Marketers are looking for brand safe destinations to reach highly engaged audiences across demographics as they look to safeguard and scale their brands. The launch of our AI-driven Total Media Quality for Pinterest reaffirms our commitment to giving advertisers the confidence that their spend is being allocated towards appropriate environments.” 

Bill Watkins, chief revenue officer of Pinterest, said, “In partnership with IAS, we are excited to offer brand safety to our customers and give them greater confidence in their advertising strategies through best-in-class technology. Pinterest is committed to providing a shoppable, positive platform for consumers, and our work with IAS will ensure advertisers can engage with the right audiences as they move from inspiration, to consideration, to conversion.” 

Meanwhile, Jim Squires, EVP of business marketing and growth at Reddit, commented, “Third-party validation underscores our commitment to equipping Reddit advertisers with the tools they need to confidently grow on our platform. With IAS, we’re giving our clients a clear understanding of where their ads are appearing and how they’re delivering on Reddit, increasing confidence and allowing them to focus on what matters: developing their campaign strategy and creative.” 

APAC Aleph, an ecosystem of global digital experts and technology-driven solutions that enable the development of digital marketing, is expanding its partnership with Reddit to support the growth of advertisers and agencies in Cambodia, Hong Kong, Malaysia, Taiwan, and Vietnam.

Through the expanded partnership, Aleph will be in charge of developing and growing markets for platforms in the digital advertising space. With dedicated sales and support teams who are actively working in many areas, Aleph enables big platforms to expand into new markets and establish connections with regional advertisers. 

The move into the Asia-Pacific (APAC) comes a little over a year after Aleph’s original partnership with Reddit. This focus on the APAC strengthens Aleph and Reddit’s partnership and supports Reddit’s growing global sales staff. 

The partnership includes an Australian team and uses the platform to connect local advertisers in 13 European countries and seven Central Asian countries. 

Speaking about the partnership, Harold Klaje, Reddit chief revenue officer, said, “As Reddit continues to scale internationally, it’s imperative we have the right teams on-the-ground in countries all over the world, who can connect local advertisers with our local audience and drive long term business success. Our Aleph partners are extensions of our Reddit Sales team and our work together strengthens our global footprint, allowing us to reach a more diverse set of advertisers across key regions like Europe, the Middle East and now APAC.”

Meanwhile, Sunny Nagpal, Aleph APAC managing director, expressed, “We are delighted to further expand our partnership with Reddit. Our reputation in the market has enabled the growth of such partnerships and for that, we are grateful. Expanding our work with Reddit into APAC will see our local teams bring decades of experience to drive opportunities for local advertisers and brands across all industries, connecting them with Reddit users in their local market and beyond.” 

Australia – Social news platform Reddit introduced Reddit Brand Lift and Reddit Conversation Lift, its two brand new, first-party measurement solutions that will help advertisers quantify the incremental impact and overall effectiveness of campaigns on the platform. 

The new solutions will give advertisers a comprehensive understanding of their Reddit campaigns as well as insights to optimize for the best results. 

These Reddit-led studies work in tandem with the platform’s existing third-party measurement solutions, powered by partners like Moat by Oracle Data Cloud and DoubleVerify. 

Reddit Brand Lift measures the incremental impact of Reddit ads on brand perception via a randomized controlled survey. 

The study analyzes campaign specifics, like the ad format, creative, audience targeting, placement of the ad, engagement prompts, and audience calls to action, while also analyzing specific campaign objectives such as awareness, favorability, recall, and consideration, to understand positive shifts in overall brand perception as a result of seeing the campaign on Reddit. 

Of the studies undertaken as part of the early testing, 94% have shown that Reddit drives a statistically significant lift in at least one campaign objective. 

Meanwhile, Reddit Conversion Lift uses the Reddit Pixel, Conversions API, and/or Mobile Measurement Partner (MMP) integration to analyze the actions taken as a result of viewing an ad on Reddit. 

The study aims to empower Reddit advertisers to validate their investment, optimize their performance, and inform their attribution models, ultimately driving maximum impact and return on ad spend (ROAS). This tool analyzes campaign conversion metrics like incremental conversion rate, penetration rates, and average order value across conversion events such as app installs, page visits, leads, add-to-carts, and purchases, providing advertisers with a comprehensive understanding of what happens once someone sees their ad on Reddit. 

Both studies conducted were led by Reddit’s in-house marketing science team. 

Jim Squires, Reddit EVP of business marketing and growth, shared, “The way advertisers and marketers measure success is constantly evolving, and understanding impact beyond traditional signals like clicks has become increasingly important to understanding campaign effectiveness. Our investment in our own first-party measurement tools follows a year of focused investment in our Ads Manager and ads product roadmap and reflects the evolved needs of our advertisers.” 

“Through Reddit Brand Lift and Reddit Conversion Lift, we’re proving out what we’ve long known to be true: that advertising on Reddit is highly measurable and highly effective, and when paired with our comprehensive suite of third-party measurement tools, our advertisers have access to holistic insights that support their investment on Reddit,” he added. 

Reddit Brand Lift and Reddit Conversion Lift are now available to all Reddit-managed advertisers in the US, Canada, UK, Germany, and Australia. Reddit Conversion Lift, however, is only compatible with the Reddit Pixel, Conversions API, or Mobile Measurement Partners. 

London, United Kingdom — Reddit, the social news aggregation, web content rating, and discussion website, has entered into a long-term consultative partnership with global marketing communications company, WPP. The partnership, a first of its kind for Reddit, and led by its global agency development team, will strengthen Reddit’s on and off-platform commerce offering by closely aligning with WPP’s industry-leading commerce roadmap.

The partnership will tap into the commerce and technology expertise across WPP and its media agencies within GroupM through quarterly advisory meetings. Teams will consult on Reddit’s commerce strategy, ensuring it incorporates the latest insights and intelligence from across the WPP network. WPP will receive a first look at Reddit’s commerce solutions with early access to alpha and beta tests so both companies can collaborate on joint products to take to shared clients. The joint collaboration will also include a joint research piece, to test the effectiveness of future commerce products on Reddit, along with a training program through Reddit Ads Formula, which soft-launched last year.

Reddit builds on its existing partnership with WPP media arm, GroupM, which was one of the very first to meet with Reddit’s ads product team when it was first introduced, this partnership will widen the aperture of Reddit’s relationship with WPP and help inform Reddit’s long term commerce strategy, firmly cementing its role in the wider commerce mix.

Harold Klaje, global EVP and president of advertising for Reddit, commented, “Online communities are not new but they have emerged throughout the pandemic as an integral part of the commerce mix thanks to the highly influential role they play in the consumer path to purchase. I am excited to further strengthen our relationship with WPP and its suite of clients as we continue to collaborate and build together, tapping into the holding company’s impressive expertise and working towards mutually beneficial outcomes for our advertising partners.”

Meanwhile, Amanda Grant, vice president, managing partner, and global head of social for GroupM, said that being a part of the Reddit product council in the past year has given them a seat at the table in terms of early product design, leading to better-aligned product development and advertiser interest.

“The partnership brings key stakeholders in early enough to steer concepts rather than confirm a formed hypothesis. GroupM and WPP are approaching commerce evolution much more methodically with our partners, as our performance expertise helps to connect user behaviours, to platform utility, and finally advertiser need. We are looking forward to richer contributions and partnership with Reddit,” Grant said.

Many WPP client brands are already working with Reddit to drive commerce solutions through Reddit’s highly engaged user base and 100,000+ communities. WPP was also an instrumental part of Reddit’s Product Council, which launched last year as a first-look and feedback session for key partners regarding Reddit’s evolving ads product roadmap. This new partnership will see Reddit and WPP continue to partner on client campaigns with a particular focus on lower-funnel education, strategy, and tactics to drive the strongest purchase outcomes.

The partnership comes as Reddit continues to grow its Global Agency Development team, which has recently appointed London-based Susanne Schmid who joins from Facebook where she was regional agency lead and will serve as Reddit’s global agency lead for WPP. Additionally, former VP, global head of partnerships at Verizon Media, John Baylon has also joined the team as the regional agency lead for Europe, the Middle East, and Asia (EMEA), and will be responsible for servicing all holding companies across EMEA in a newly-developed role.

Melbourne, Australia – Social media platform Reddit has introduced a new slew of features in their platform, specifically to their latest live audio product called Reddit Talk. This is aimed to increase engagement of the growing Reddit Talk community, as well as make it easier to find Reddit Talks in communities people belong to.

Since the launch of Reddit Talk, it has been used by over 1,000 subreddits, including popular ones such as r/cryptocurrency, r/movies, r/space, r/wallstreetbets, among others.

The first feature introduced to Reddit Talk is that it allows users to be able to listen to a recording of the conversation. The new feature includes a playback bar that enables redditors to skip to any timestamp, pause or unpause, and fast-forward or rewind 10 seconds at a time.

In addition, Reddit Talk is now also available for web users, where anyone can listen to Talks and raise their hands to speak and moderators can mute speakers and remove them from the stage when using Creating talks via the web is coming later this month.

Another feature being introduced as part of Reddit Talk is the presence of a live bar at the top of home feeds that highlights what Reddit Talks are happening, making it easier for users to discover Reddit Talks in the communities they love.

Reddit has also introduced the use of text and emojis to actively participate in a Talk. Previously, redditors who were listening to a Talk were able to raise their hand to join the stage, but couldn’t comment in real time. Enabling comments and emojis makes Talks easier to engage with, even without speaking. 

California, USA – Social media platform and Internet forum site Reddit has announced the launch of KarmaLab, the platform’s first-ever creative strategy agency designed for advertisers in response to scaling their ads business across the United States and globally.

KarmaLab was previously operating under Reddit’s Creative Strategy function, and its transition as a sole creative agency is an effort to bolster its creative strategy offering with more dedicated resources as Reddit’s Ads business continues to grow and attract best-in-class talent.

KarmaLab is a team of creative and strategic minds — those who know the ins and outs of Reddit and are backed by media, marketing, and ad industry experience that make them uniquely positioned to guide and collaborate with brands as they find their home on Reddit and in culture.

It is aimed to be a full-service creative strategy agency to deliver campaigns that resonate with and add value to Reddit users and offerings include social listening and trends reports, step-by-step community management, creative workshops, bespoke 360 campaign development, and more.

According to Will Cady, global director of Reddit’s KarmaLab, the recent months have demonstrated more than ever the impact and influence of Reddit’s passionate communities in the cultural zeitgeist. Furthermore, Cady added that there is amazing potential and opportunities for brands to be part of the internet’s most relevant and authentic conversations, but with more than 100,000 communities on Reddit, some wonder where to start.

“Our mission is to help every brand discover how to contribute authentically, meaningfully, and effectively to the communities that matter most to them and their audiences — we turn curiosity into understanding, and signals into strategies,” he stated.

Meanwhile, Jen Wong, chief operating officer at Reddit, commented, “KarmaLab is a long term investment in industry-leading creative strategy for all Reddit advertisers, and will allow us to serve clients with more dedicated resources and diverse skill sets as more brands find their home on the platform.”