Reddit is considering ways to monetize its search results pages, which currently see over 1 billion monthly searches. The move is seen as a logical progression after enhancing the core search experience. Reddit has historically benefited from Google search traffic, with indexed Reddit content attracting new users.
The CEO of Reddit, Steve Huffman, stated that while there are currently no ads on search result pages, the high performance of such products elsewhere on the internet suggests it could be successful for Reddit too, given the explicit intention of users when searching.
Before introducing monetization options like search ads, Reddit is prioritizing improving its search functionality. This includes enhanced back-end performance, autocomplete, and a redesigned user interface, which are all planned for this year. As the platform improves discovery and leverages explicit search intent signals, it sees advertising as a natural addition.
While no specific timeline has been given, Reddit is committed to extracting more value from its substantial search volume by introducing ad inventory once its revamped search product is launched. This could present a lucrative opportunity for advertisers to target users with high intent, especially as trust levels in Google decrease.
