Reddit has taken another step towards improving its advertising tools with the acquisition of Memorable AI, which uses AI and machine learning processes to analyse human responses and tailor more broadly to create more effective ads.
As mentioned above, Memorable AI uses a variety of ad response factors to build models that enable the system to provide more effective guidance on how to make your ads work and improve your campaign performance.
And now, these models will be incorporated into Reddit’s ad targeting process to improve engagement on Reddit campaigns.
According to Reddit:
“With this acquisition, Reddit advertisers will have access to Memorable AI’s best-in-class tools to enhance campaign planning and drive higher performance. By integrating Memorable into our ad stack, partners will realize performance benefits from creative insights from past ads, improved creative effectiveness, and automation to guide creative to peak performance and return on ad spend.“
Reddit says Memorable AI’s process “provides the deepest understanding of the interplay between ad creative and media impact,” enabling Reddit advertisers to plan and execute more effective marketing programs.
This seems like a good acquisition, and with Reddit looking to maximize its advertising opportunities as a newly public company, now is a good time for the platform to build out advertising tools and give marketers more ways to connect with engaged subreddit communities.
It will be interesting to see how Memorable’s tools augment Reddit’s existing advertising systems, and how the company’s AI systems evolve based on Reddit’s data, leading to more valuable and powerful ad campaigns.
Reddit recently launched updated conversation ads alongside lead ads to expand its advertising offerings.
These updates and improved targeting could make Reddit ads a more worthwhile option for the upcoming holiday season.
