Reddit is testing ads inside its search results. The placements run on the platform's existing ad targeting, which includes relevance to the search query, and are open to a select group of advertisers.
For advertisers already running on Reddit, the format adds a contact point on a different surface: the same targeting, a different feed. Search on Reddit is a query the user wrote, not a post they scrolled past, which puts the ad in front of stated intent.
Access is limited to that group, and no timeline for a wider rollout has been given. Media buyers running campaigns against high-intent queries have a reason to watch how Reddit opens the format up; planning spend against it now is premature.
