Reddit begins testing ads in search results

Reddit is expanding its advertising opportunities with a new test that introduces ad placements within its search results pages, allowing brands to reach users as they actively look for information, recommendations and products.

Unveiled on 3 November, the test will see ads appear alongside search results based on several factors, including how relevant an advertisement is to a user's search query. The move aims to tap into the purchase and search intent of users seeking recommendations and experiences on the platform.

For example, users searching for "espresso station" could encounter ads for espresso machines, coffee beans or mugs, while searches for "home office setup" could surface advertisements for monitors, desks and office chairs.

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According to Reddit, the placements will leverage its existing ad targeting capabilities within search results pages, allowing advertisers to reach audiences based on their interests and search behaviour.

The platform also highlighted the role of discovery in its user experience, citing research indicating that half of Reddit users say the platform helps them discover something new.

The initial test is limited to a select group of eligible advertisers, with Reddit looking to assess how users respond to the placements before making further refinements. The company has not disclosed which advertisers are participating in the test or when the placements might become more widely available.

In its announcement, Reddit said it would use the initial testing period to evaluate user responses and refine the advertising experience for both users and advertisers over time.

Reddit's latest advertising test comes amid strong growth in its ad business. According to its third-quarter 2026 results released on 29 October, advertising revenue rose 54% year-on-year to US$847 million, accounting for approximately 95% of its total revenue of US$895 million. Overall revenue grew 53% during the quarter.

The platform also recorded a 12% year-on-year increase in daily active unique users to 130.3 million, while weekly active unique users grew 16% to 515.2 million. Reddit reported a net income of US$283 million and expects fourth-quarter revenue to reach between US$1 billion and US$1.03 billion.

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