Why we care <\/strong>Reddit’s venture into search ads could present a lucrative opportunity to target users with high intent. Advertisers will get the diversity of available platforms they crave as signs of Google’s declining trust levels prevail. <\/p>\n What they are saying<\/strong> Reddit CEO Steve Huffman said on the company’s latest earnings call:<\/p>\n “There are no ads on search results pages today. But this is a high-performing product elsewhere on the Internet. And I don’t think there’s any reason to believe it wouldn’t be for Reddit because the intent is so explicit when users search.” <\/p>\n game state<\/strong> Reddit is focusing first on updating its search functionality with improved background performance, autocomplete, and a revamped user interface planned for this year.<\/p>\n The company believes that nailing the search user experience is crucial before exploring monetization options like search ads. As it improves discovery and leverages explicit signals of search intent, the platform sees advertising as a natural complement.<\/p>\n Get the daily search newsletter marketers trust.<\/p>\n What’s next?<\/strong> While no firm timeline was provided, Reddit appears committed to extracting more value from its massive search volume by opening up ad inventory once its revamped search product takes shape.<\/p>\n