JAKARTA - Reddit announced on Thursday, September 1 that it has acquired the audience contextualization company Spiketrap which is expected to help ad performance on its platform.
"We hope Spiketrap technology will help improve Reddit's relevance and advertising performance through improved targeting, quality assessment, and engagement predictions," one Reddit staff said in an announcement.
According to Reddit, Spiketrap has a proven track record in empowering brands and platforms to better understand and engage audiences through AI-backed analysis and contextual tools.
The company hopes that bringing a team and Spiketrap technology to Reddit will increase interest and contextual targeting capabilities, improve ad quality assessment, and improve prediction models to support automated offerings.
The richness of conversations in our 100,000+ active community is what makes Reddit so unique and invaluable to advertisers. We believe targeting relevant audiences based on interests and with the context of the conversations they have helped ensure advertisers reach the right people in the most efficient way," said Reddit EVP of Ads Monetization, Shariq Rizvi.
The announcement follows news of Reddit's recent acquisition of Spell and MeaningCloud. The company insists that this is the latest example of their commitment to developing algorithms and recommendation machines in a better way.
Not only optimizing engagement and attention, but also the valuesvalues that Reddit content gives to individual redditors, their communities, and our advertising partners (both on the platform and in real life), he added.
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