As it seeks to advance its advertising offerings and maximize its revenue potential, Reddit has. Announcement With a new partnership DoubleVerify To provide third party verification of its ad metrics.
DoubleVerify’s tools will facilitate new insights into visibility, brand security, counterfeit detection, and more, providing an extra level of assurance for Reddit’s advertising partners.
Explained by Reddit:
“Identifying another chapter in Reddit’s ongoing commitment to meeting the needs of our partners, this collaboration will test and expand the measure for Reddit advertisers. In addition to our existing third-party verification offer with Oracle, DoubleVerify will provide its full visibility, illegal traffic and brand security measurement service to Reddit’s global advertising partners. “
Double verify, meanwhile, Says that new partnership Enable brands:
- Protect brand equity – DV’s brand security and suitability solution protects media purchases from offensive or inappropriate content, protects reputation and brand equity.
- Fight against potential fraud – In order to run ads, it must be seen by real people – DV protects against fraud and IVT from hijacked devices to bot manipulation.
- Make sure the ad is viewed – DV provides comprehensive visibility measurements, provides clarity on whether an ad is available, and sheds light on its impact.
- Get to the right geo – DV’s tools can determine if an ad has been displayed outside of the campaign’s geography or block those ads from running.
This can help Reddit advertisers better plan and maximize their advertising budgets and attract more advertising investment to Reddit.
In addition, Reddit says it will work with DoubleVerify to create a brand new security solution, adding more scalability to its process.
Reddit is working to maximize its reach into new business opportunities through various initiatives designed to clean up the platform and to make it a more attractive proposition for brands.
In 2020, the platform removed its thousands of controversial subredits, which helped keep itself away from such elements – but at the same time, it apparently affected usage, as Reddit went from 430 million monthly active users in December 2019, to now 50 million. Active daily.
The monthly and daily user statistics are certainly not directly comparable, but for context, Facebook has 1.96b daily active users, and 2.94b monthly active users, which means 67% of its total active users are active every day. Using the same DAU / MAU conversion rate Reddit means that it now sees about 76 million monthly active users, which seems like a big drop – but basically, it rarely seems that Reddit is still seeing 400 million + monthly users.
Even so, with more than 100,000 highly employed subredits, there is significant outreach potential across a wide range of topics, and this new partnership will further enhance the effectiveness of your Reddit advertising.
Reddit says it will integrate its new double-verify solutions in the coming months, with full availability expected in 2023.
