Release2026-11-05
Reddit is testing ads in its app’s search results. The ads appear in the upper section of the panel with a small ad marker. They are targeted by user query and contextual relevance. Reddit aims to align promotions with user discovery behavior. The platform’s overall search traffic has dropped by over one million referrals per week. A prior study found 72% of users seek information and 64% have a specific goal. The test is limited to a select group of eligible advertisers. Reddit continues improving its search experience for users.
What changed
Reddit search results showed only organic content.
What it unlocks
Advertisers can now place ads in Reddit search results aligned with user queries.
- 72% of users seek information
- 64% have a specific goal
- 1M fewer search referrals per week in October
What you need to act on it
- select group of eligible advertisers
- contextual relevance targeting
Sources