The news: Reddit is further fleshing out its ad business ahead of its long-rumored IPO via a partnership with marketing analytics company DoubleVerify. The partnership will bring ad measurement and fraud detection tools to Reddit’s advertising suite, as well as brand safety services.
Ad platform obstacles: Reddit has some inherent strength as a platform for ads that other social media services lack, but issues like content moderation make developing an ad platform a complicated proposition.
Reddit’s advantage: Unlike many social media platforms, Reddit’s “subreddit” structure corrals users with shared interests into communities devoted to specific interests, making it easier to deliver relevant ads.
The big takeaway: Reddit’s new advertising partnership will help it address its long-standing brand safety issues, but it still has a long way to go if it wants to exploit its unique advantages among social platforms.