• by Colin Kirkland , March 28, 2025

Reddit is continuing to build out its most fruitful advertising format -- Conversation Ads -- by inviting all advertisers to serve ads between comments on conversation pages. 

Conversation Ads allow marketers to place their promotions within the chat section beneath Reddit posts, where users actively seek out and share information on specific topics. Jim Squires, Reddit’s executive vice president of Business Marketing and Growth has called comment threads the “most contextually relevant space” on the platform, ideal for targeting specific audiences. 

The Reddit-specific ad format was updated last June with a refreshed design, improved placement and display options, enhanced brand-safety features and additional inventory for advertisers. 

Now, advertisers on Reddit can place ads deeper into the comments page, which could help expand their campaign reach, connecting with additional audiences at scale as they research related products and options. 

In addition, Reddit says all advertisers using Conversation Ads will automatically be opted into available ad slots throughout the comments page that meet their specified brand-safety requirements. 

The company is now partnered with ad-verification providers DoubleVerify and IAS to offer audience and response measurement across conversation pages. 

Reddit, which recently became a publicly listed company, still holds a unique space in the social media landscape -- as it relies upon comments from human users, not AI-generated responses, to provide product insights. 

“Reddit is surging at a time when much of the rest of the social web has curdled,” writes Adrienne LaFrance in the latest issue of The Atlantic. “The mainstream platforms are overrun with a combination of bots, bigots, and bad AI.”

Despite its launch of Reddit Answers -- its own AI-powered search tool -- which was widely criticized by its users. LaFrance says “Reddit remains wildly original and startlingly generous, which is to say, deeply and gorgeously human.”

Right now, Reddit has over 100 million daily active users, and has become a staple for online search discovery.