Reddit entered into its first viewability measurement collaboration with its integration of , which will provide third party verification on the platform’s ad views.
The server-to-server integrations was custom-built for Reddit, and it is currently being alpha-tested with a limited number of partners with an eye toward a broader rollout early next year.
Reddit teamed up with Oracle Data Cloud in September on its Limited Inventory offering, which provided brands with “more controlled reach” and improved brand safety, using Oracle Data Cloud’s Contextual Intelligence product for an “extra layer of third-party filtering.”
Brand partners across multiple industry categories that have participated in Reddit’s alpha-test of the Moat integration reported that the performance of Reddit’s native in-feed ads outperformed Moat’s in-view rate benchmark by up to 17%.
As part of the integration, independent, third-party reporting by Moat will be added to Reddit’s dashboard, and advertisers with existing relationships with Moat will be able to access their Reddit data via the Moat dashboard.
Reddit said it will continue to work with Moat to measure viewability for advertisers and expand the partnership to video views in the coming months.
The platform reported earlier this month that it averaged 52 million daily active users in October, up 44% year over year.
Reddit global head of marketing sciences Jack Koch said in a statement, “Third-party verification is an important part of campaign measurement, and we want to ensure that our advertisers have the tools they need to feel confident and satisfied with their investment in Reddit. Ad viewability is a fundamental metric to assess overall campaign success, and we’re excited to bring an added layer of transparency to our advertisers to help them maximize their results. What’s more, we’re pleased to now verify what we’ve long known to be true: Reddit ads exceed industry benchmarks when it comes to awareness and reach.”
Moat head of product Mark Kopera added, “Verified, third-party measurement is the foundation of meaningful campaign reporting, and we’re committed to helping brands of all sizes understand and optimize their advertising spend. Viewability measurement is one of the most commonly requested metrics, and we’re excited to once again collaborate with Reddit to provide its growing advertiser base with the clarity and confidence to get the most from their campaigns.”
And Omnicom Media Group managing director of market intelligence and innovation Ben Hovaness said, “There is an ongoing need for third-party verification to ensure advanced advertiser controls in the marketplace. Reddit and Omnicom Media Group share similar perspectives when it comes to transparency around reach and awareness, and this latest integration is another step towards ensuring a safe, effective place for advertisers to activate.”