Science & Tech · Big Tech & Internet · 9 hrs ago
Reddit tests ads in search results as Google traffic declines
Reddit is testing ads in its search results to make more money from people using the platform.
The test is open to a limited group of advertisers, and ads may relate to what people search for, such as coffee products or office furniture.
The ads aim to reach users looking for recommendations or products, which can be valuable to advertisers.
Reddit says Google’s AI-powered search is sending less traffic to its site because it can answer queries without users clicking through to other websites.
Reddit is also planning to limit most content to logged-in users, gradually starting in markets outside the United States.
That change is intended to help protect the site from AI scraping and give advertisers more information for targeting ads.
Reddit will assess user responses before deciding how to refine the ad format.
Reddit is testing ads in its search results, initially with a select group of eligible advertisers.
The ads may be shown based on factors including how closely they match a user’s search.
Reddit says the test will help it understand how users respond and refine the experience.
The move comes as the company reports declining search referrals linked to Google’s AI-powered search experience.
Reddit is also planning a gradual shift toward requiring users to log in to view most content.
- Who
- Reddit and a select group of eligible advertisers.
- What
- Reddit is testing ads in its search results.
- When
- The test was announced on Tuesday, November 3, 2026.
- Where
- In Reddit’s search results pages.
- Why
- Reddit aims to reach users searching for products and recommendations and earn more revenue from its existing users.
This story does not have two clearly opposing sides.
Reddit reported declining search traffic referrals linked to Google’s AI-powered search experience.
Reddit announced it was beginning to test ads in search results with a select group of advertisers.
- Initial test
- Select group of eligible advertisers
- Example search
- espresso station
- Possible ads
- Espresso machines, coffee or mugs
- Global daily active users
- 130.3 million in Q3
- U.S. daily active users
- 50.7 million in Q3, down from 53.2 million in Q2
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What people are saying
Ads in search may appear based on a range of factors, including contextual relevance to a user’s search query.
During this test, we will evaluate and understand how users respond to these ads so we can refine the experience for users and advertisers over time.