Reddit has been maturing as an ad platform over the last year — and it’s paying off. The platform’s ad revenue is expected to reach $119 million in the U.S., according to an eMarketer study released March 27. That’s up from $76.9 million in 2018, and it’s estimated to rise to $261.7 million in 2021, per eMarketer.
Digiday obtained a fall 2018 deck from a U.S. ad agency for Reddit. The deck positions Reddit as a “place where people can be their true selves” and as a “home for conversation.” It also brings up brand safety concerns for advertisers, which Reddit addresses in a slide titled “Anti-Evil Team.” Despite this emphasis on moderation and control, an agency executive at a holding company told Digiday their clients still do not buy Reddit due to brand safety issues.

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