Reddit has declared new options for great advertiser control over where their advertisements show, working together with their objectives and targeting goals. Turning out today in ad accounts, Inventory Types give advertisers three levels to choose from.
The declaration comes on the heels of a bumpy year for content standards on other platforms. Others like Facebook and YouTube openly battled with Covid deception spread, and how to deal with incorrect explanations by public figures.
“Brand Safety has become a broader and more ubiquitous issue in recent months, and with good reason. With the sheer volume of content that appears across UGC platforms, it’s understandable that some advertiser’s desire enhanced control, while others are more comfortable with this environment.” – Reddit Chief Operating Officer, Jen Wong
More than 30 partners tried the new Inventory Type feature, spanning industries from QSR to financial, health, gaming, and CPG.
This also incorporates agency partners, who have welcomed the alternative as a way to still take advantage of Reddit’s huge and engaged users but with less perceived risk.
“We are encouraged to see Reddit’s ongoing efforts to provide safer and more informed choices to advertisers with Inventory Types. Clients and advertisers alike find value in having more control over how – and where – they effectively reach their audiences, and we look forward to continuing to work closely with Reddit to meet these evolving needs.” – Amanda Grant, GroupM Managing Partner
Inventory types are separated into three groups: Expanded, Standard, and Limited.
Extended: This is the most extreme inventory pool, and gives ads the broadest reach of content. This presently opens up over 20% more communities for targeting, but still guarantees publicists are appearing in places that meet community standards.
Standard: This is Reddit’s suggested setting. It has less reach than extended, but more protection in regards to where the ads are shown.
Limited: This has the least reach, but very strict brand protection standards. For additional safety measure, Reddit’s collaborated with Oracle Data Cloud’s Contextual Intelligence to give third party verification of safety standards.
“This real-time control over advertising around user-generated content is a first-in-market offering and we are thrilled to be working with Reddit to bring brands greater peace of mind and ultimately, campaign success.” – Chris Stark, Oracle Data Cloud Senior Director of Product Management
Reddit stresses their moderation protocol in both communities and campaigns still applies, regardless of which tier an advertiser picks.
Instead of the tier, Reddit’s strict platform, community and campaign moderation system is foundational and applies to all Inventory Types. Promotions on Reddit can only appear in networks on our hand-curated allowlist, and all publicists will keep on having the choice to enable or disable comments on their advertisements, as well as exclude certain keywords and communities dependent on their individual preferences.
Advertisers are still in charge of numerous perspectives on the Reddit platform in addition to these newest options. Promotions on Reddit show up in communities, or in manually picked “allow” lists.
Publicists can also select in or out of having comments on their ads, something that tends to cause headaches for advertisers on other platforms like Facebook.
Most social platforms have some type of choice for advertisers concerning where promotions show close by content, but Reddit’s partnership with Oracle is the first of its kind for third-party verification.
The full Reddit announcement can be found here.
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