Reddit named Jyoti Vaidee as its first vice president of ad product, a newly created role that oversees the platform’s monetization engine.
Vaidee joins from Google, where he spent more than 11 years leading ad and monetization products, most recently as product manager for Google’s display ads business. He also worked at Microsoft on Xbox and Outlook.
The new role underscores Reddit’s focus on scaling its ad business globally following its March IPO.
Why we care Reddit Ads followers who love and use the platform will be encouraged to learn about Vaidee’s hiring. It shows Reddit’s commitment to improving the platform and adding much-needed functionality, especially when it comes to AI ad creation.
Reddit has been hoping to break into the search market after hitting 1 billion monthly searches, at least in part because of its content licensing deal with Google. They’ve even introduced dynamic product ads that connect users to products they’re looking for or might be interested in.
What Reddit advertisers are saying. Reddit advertisers said the platform needed improvement.
Kyle Golembiewski, founder of 4Chord Marketing, told Search Engine Land:
“If you want to compare performance/usability to Meta or Google, creative AI optimization is sorely lacking, which seems to be the future. I’ve found the only way to avoid bots/click farms on Reddit is to break down a group of ads for each subreddit I’m targeting.This is unfortunate, but no different than the “hacks” we used to use on other platforms.
He added: “Reddit, in general, is a lower CPC with lower conversion rates. The audience is quite engaged with organic conversations, but less receptive to sponsored ads.”
Gildner, co-founder of Discosloth, said: “I’m a big fan of Reddit ads in terms of subreddit targeting (very similar to intent-based search like Google Ads offers), but the platform itself is very raw and doesn’t offer much finesse or insight. Reddit still has a lot of work to do in terms of branding. Many of our advertisers want to be very careful with their placements, and Reddit’s etiquette is notoriously low.”
the intrigue Vaidee replaces Shariq Rizvi, who built Reddit’s ad platform from the ground up over the past five years as VP of ad monetization. Rizvi leaves the company.
What they are saying “Jyoti’s two decades of engineering and product management experience make her uniquely positioned to lead Reddit’s ad products as our business continues to scale globally,” said operations Jen Wong when announcing the hiring of Vaidee.
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Vaidee will be responsible for leading the product strategy, execution and management of the ad product organization at Reddit. He will report to Roelof van Zwol, Vice President of Ads Product and Engineering.
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