Reddit’s continues to refine its ad targeting and optimization tools, this time through the acquisition of ‘audience contextualization company’ Spike trapwhich will help improve understanding of Reddit’s graphics and relevance matching processes, thereby optimizing advertising results.
As explained by Reddit:
“Reddit is home to the most passionate and engaged conversations on the internet, and as we continue to grow our business, we are constantly looking for ways for our partners to harness the unique power of Reddit and reach relevant and We anticipate that Spiketrap’s technology will help improve the relevance and performance of Reddit ads through improved targeting, quality scoring, and engagement prediction.”
Spiketrap uses AI-powered systems to maximize advertising the relevance of the placement, based on a wide range of signals that take into account its process.
For example, Spiketrap Clair AI system monitors trending stories in real timethen maps them to online community engagement to better map information flows.
According to Reddit:
“Spiketrap has a proven track record of empowering brands and platforms to better understand and engage their audiences with AI-powered analytics and contextual tools. Integrating the team and technology into Reddit will boost our interest and ability for contextual targeting, improve ad quality scoring, and boost prediction models to power autobidding, with the goal of generating a return on higher investment and improved solutions for our advertisers.”
The acquisition is Reddit’s latest integration designed to improve its advertising systems, with the platform also buying machine learning platform Spell in June and natural language processing company MeaningCloud in July.
Together, these tools will help Reddit improve its insight and targeting tools, which will facilitate more targeted ad campaigns based on real-time engagement and activity.
And with over 100,000 active and engaged Reddit communities focused on a wide range of topics, it could be very useful for finding the latest discussions relevant to your brand and products.
It will be interesting to see how Reddit’s overall advertising system evolves over the next few months as it works to merge its acquisitions into a more targeted process.