蘑菇AV

The news: Reddit published a report Thursday highlighting its increasing relevance for advertisers as social media users gain trust in the platform for purchase decisions. Reddit routinely delivers promising ad results. Adding Reddit to ad campaigns leads to $6.94 higher incremental ROAS across channels. Our take: Despite lingering brand hesitancy to adopt Reddit as a core advertising channel, the platform is increasingly becoming a reliable source that promises high returns鈥攎aking it a key part of an effective campaign for advertisers who know how to navigate it.

The news: Reddit rolled out two AI-driven ad tools鈥�Reddit Insights and Conversation Summary Add-ons鈥攖o tap into its massive archive of user conversations to help brands reach more audiences effectively, per Reuters. Reddit is using generative AI (genAI) to distill user sentiment and track subreddit trends for sharper ad targeting. Our take: Where Meta and Google rely on targeting individual users, Reddit is spotlighting group dynamics and a shift toward community-led marketing. If these tools succeed, they could offer a new avenue for how brands approach discovery, feedback, and brand perception.

On today鈥檚 podcast episode, we discuss the most likely outcome for the TikTok saga, if LinkedIn is risking its professional identity by pivoting towards being a content platform, Pinterest鈥檚 latest initiative to become the shopping destination, and why Reddit is somewhat of a sleeping giant. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

With AI bios and comment pinning features, Reddit is courting SMBs and zeroing in on its role in the purchase journey.

The news: Cannes Lions 2025 marked a shift in retail media strategy, with platforms like Pinterest and Reddit forging deeper ties with retailers. CVS announced a clean room data partnership with Reddit to allow targeting based on shared first-party data, launching a Sensodyne and Advil campaign this fall. Pinterest partnered with Instacart to enable shopping from pins and connect ad exposure to sales via closed-loop attribution. Our take: Social platforms are becoming full-funnel retail media environments. By fusing community context with purchase signals, these integrations aim to blend discovery and commerce in real time鈥攑aving the way for more data-rich, measurable campaigns.

Community threads鈥攏ot search bars鈥攁re where product discovery now begins, challenging marketers to join the conversation. CVS Media Exchange and Reddit are bridging data and dialogue to turn real-time discussions into measurable sales wins.

Reddit is suing Anthropic for unauthorized data scraping: The case highlights growing battles over content control in the AI era.

The trend: Global visits to the top 100 web domains fell nearly 7% from March 2022 to March 2025, per Semrush, with Google鈥檚 own traffic down 6.4%, according to Similarweb as cited by DataReportal. Our take: Search is no longer a neutral traffic driver. Marketers need to plan for a world where clicks don鈥檛 come easy and genAI responses, not blue links, dictate traffic and visibility. GEO strategies must ensure brands are surfaced in genAI outputs. Marketers should focus on first-party data, brand-owned channels, and social, especially since platforms like TikTok, Reddit, and YouTube are increasingly becoming primary search paths for younger users.

Reddit excels in user engagement, influencing purchases: Ad spend is low, but the platform holds high-value potential for quality-focused advertisers.

Reddit expands its IAS partnership: New tools tackle fraud, improve viewability, and strengthen brand confidence on the UGC-heavy platform.