Microsoft is putting Reddit comments in Bing search results
Reddit announced a partnership with Microsoft on two separate product integrations that will see more Reddit content in the search engine’s results.
The Bing integration will focus on efficiently surfacing service-y content like Reddit users’ answers to questions, as well as celebrity content from its Ask Me Anything series. For example, if a Bing user runs a search for a celebrity who’s done one of Reddit’s Ask Me Anything sessions, excerpts from that AMA appear at the top of search results. If a user searches for things like travel hacks or for recommendations on specific products or activities in places, the top comments in Reddit threads on those topics will be surfaced.
“As a website, Reddit is 12 years old,” founder Alexis Ohanian said. “But as a business, Reddit is just a couple years old. We’re making up for lost time.”
The partnership is part of an ongoing effort at Bing to deliver search results that are more dynamic and direct than links to relevant content elsewhere. Some of that content is licensed directly from places like TripAdvisor or Yelp.
“What’s happening right now with search engines is the old results — blue links — are becoming less interesting,” said Jordi Ribas, a corporate vp in charge of artificial intelligence at Microsoft. “We’re all trying to provide direct answers.”
Much like its recently launched editorial partnership with Time magazine, the Bing integration offers Reddit access to an audience that complements its existing one. Reddit’s audience is more male, more college-educated than the average internet user, according to Alexa demographic data; Bing’s audience, by contrast, skews more heavily female, with either no college degree or some college education. It accounts for 23 percent of searches on U.S. search engines, according to comScore.
Reddit and Microsoft also agreed to integrate Reddit comments into Power BI, a business analytics tool that draws data from sources including Google Analytics and Salesforce. Reddit has struck similar deals with players including SocialGist and Brandwatch.
‘We’re out there hitting the pavement’: Ad management firms scoop up sites ahead of cookie changes
Ad management platforms such as Cafe Media and Freestar have collectively gobbled up the rights to thousands of sites' ad inventory.
Browser makers, now including Mozilla’s Firefox, are already ditching Google’s proposed cookieless ad targeting method FLoC
Google's cohort-based tracking needs browser support to work, but browsers like Brave and Microsoft Edge can easily block its functionality.
Los Angeles Times enters crowded daily news podcast market with a West Coast twist
The Los Angeles Times is banking on offering a West Coast twist to daily news podcasting when it debuts its own version next month.
SponsoredVideo: How employer rewards and incentives changed in 2020
The nature of employer rewards programs has transformed, accelerated by the events of 2020 — a year of sweeping change. Employees shifted to digital, their preferences moved to digital wallets and they asked for new and surprising ways to use the rewards their employers delivered. In these new interviews, employer rewards experts talk about the evolving […]
‘It’s OK if someone wants to work 3 or 4 days a week’: How female news leaders are changing media culture for women
There's still a long way to go before the media workplace is a level playing field for men and women, but female news chiefs are pushing hard to change internal cultures.
Cheat Sheet: What a ‘radical’ GOP antitrust bill that would kill big tech acquisitions has in common with the Democrats’ push for reform
Bipartisan momentum behind Sen. Josh Hawley’s antitrust bill is likely to be tepid, but it could spur more dialogue on anti-competitive behavior in an tech-ruled era.