• by Colin Kirkland , May 22, 2024

In line with other major social media platforms like TikTok and Meta, Reddit has named Kantar as its preferred brand-lift measurement partner, enabling the marketing analytics company to utilize Reddit’s randomized control trial (RCT) tools for ad-exposure measurement, while making Kantar’s suite of tools available to advertisers.

"Balancing effective measurement readiness with privacy-centric solutions has never been more important for our clients than right now,” said Reddit's global director of marketing sciences Ryan Brendle in a statement. “It's why working with Kantar makes sense for us.”

Brendle added that the partnership will allow Reddit to incorporate experiment-based measurement with advanced analytics models, which the company believes “is the best way forward for all players in the industry.”

In addition to Kantar’s access to Reddit’s RTC tools, advertisers on the social news platform will be able to use Kantar’s creative optimization, brand media measurement, and third-party validation tools to better understand how Reddit ads impact brands metrics like awareness, action intent (how likely a user is to change their future behavior based on ad exposure), and how they should optimize media to drive future campaign brand performance. 

According to a recent Kantar analysis, ad campaigns on Reddit outperformed Kantar MarketNorms benchmark for action intent by over 47%. The analysis also revealed that advertisers found 3.5x higher lifts in action intent when combining conversation with in-feed posts compared to in-feed posts alone.

Per the partnership, Reddit will join Kantar’s Direct Integration program to deliver brand lift measurement and continuity for Reddit advertisers focused on brand goals, while also providing them with a series of guides detailing key advertising moments that showcase ways to drive brand impact on Reddit.