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Reddit added new inventory for advertisers Thursday, giving them more options for targeting and brand safety.
The company rolled out the so-called Expanded Inventory option for “advertiser choice,” letting brands and agencies choose the best approach for each individual campaign, Jen Wong, Reddit’s COO, told Adweek.
The new option allows advertisers to reach 20% more subreddits.
Reddit tested the new inventory options with 30 brands from various sectors in recent months—the company did not give specific examples—and found they had a tendency to use different inventory options for different campaigns.