Last week, Reddit announced a number of updates for app advertisers, focused on performance transparency.
The social media platform is testing dual attribution, which it said brings first-party and third-party attributed reporting together in Ads Manager. According to Reddit, this new feature enables advertisers to view Reddit first-party attribution, MMP and SKAN last-touch reporting in one place, aimed at providing a clearer picture of performance.
Meanwhile, Max campaigns, first announced back in January, are now available in beta for app campaigns. This is an automated campaign type, which, according to Reddit’s early split tests, delivered an average 15% reduction in CPA and a 28% increase in results volume.
In a statement on the rollout, Jyoti Vaidee, Reddit’s VP of Ads Product, said Max campaigns feature automated targeting, smart creative asset rotation, and Top Audience Personas reporting.
Alongside this, the new wave of updates includes App Event Optimization, which uses machine learning on app event signals to provide advertisers with visibility into users likely to advance beyond app installation.
The changes come amid consumer behaviour changes and an uptick in LLM usership, with awareness, discovery and decision-making now taking place across a range of platforms and the path to purchase less predictable than it once was.
Indeed, recent research from MIQ found that 86% of people now switch digital activities at least once an hour, while 42% say their path to purchase is “random.”
At the same time, while AI overviews have cannibalised site traffic, Reddit has risen to become one of the most cited sources within LLMs, while in the UK alone, the platform has witnessed an 88% increase in the number of users it reaches.
In tandem, brands are opening up to the performance capabilities of the site, with some allocating between 5 and 20% of paid media budgets to the platform.
“Together, these updates reflect a more holistic approach to growth and measurement on Reddit, built for how people actually discover, evaluate, and decide today. They also point to a more complete, transparent, and effective future for app advertising on Reddit,” said Reddit in its announcement.
