As it looks to advance its ad offerings and maximize its earning potential, Reddit has announced a new partnership with DoubleVerify to provide third-party verification of its ad metrics.
DoubleVerify’s tools will facilitate new insights into viewability, brand safety, fraud detection, and more, providing an additional level of security for Reddit ad partners.
As Reddit explains:
“Marking another chapter in Reddit’s ongoing commitment to meeting the needs of our partners, this collaboration will test and extend measurement for Reddit advertisers. In addition to our existing third-party verification offering with Oracle, DoubleVerify will offer its full suite of brand safety, invalid traffic and viewability measurement services to Reddit’s global ad partners.”
Meanwhile, Double Verify says the new partnership will allow brands to:
- Protect brand value – DV’s brand safety and suitability solution protects media purchases from objectionable or inappropriate content, safeguarding brand reputation and value.
- Fight against potential fraud – For advertising to work, it must be seen by real people – DV identifies and protects against fraud and IVT, from hijacked devices to bot manipulation.
- Make sure ads are seen – DV provides a comprehensive measure of viewability, providing clarity on whether an ad has a chance to be seen and shedding light on its impact.
- Deliver to the right geographic location – DV tools can determine whether or not an ad appeared outside of a campaign’s intended geography or block those ads from running.
That could help Reddit advertisers better plan and maximize their ad budgets, and help Reddit attract more ad spend.
Additionally, Reddit says it will work with DoubleVerify to develop an entirely new branded security solution, adding more measurability to its process.
Reddit has been working to maximize its reach on new business opportunities, through a variety of initiatives designed to clean up the platform and make it a more attractive proposition for brands.
In 2020, the platform removed thousands of its most controversial subreddits, which helped distance itself from such items, but at the same time, that apparently had an impact on usage, with Reddit passing 430 million monthly active users in December 2019. ., at 50 million active daily now.
Monthly and daily user statistics aren’t directly comparable, of course, but for context, Facebook has 1.96 billion daily active users and 2.94 billion monthly active users, meaning 67% of its active users totals are active every day. Using the same DAU/MAU conversion rate, Reddit would mean that it now sees around 76 million monthly actives, which seems like a big drop, but essentially, it seems highly unlikely that Reddit still has more than 400 million monthly users.
Still, with over 100,000 highly engaged subreddits, across a wide range of topics, there is significant reach potential there, and this new partnership will provide more assurance on how your Reddit ads will perform.
Reddit says it will integrate its new Double Verify solutions ‘in the coming months’, with full availability expected in 2023.
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