IPG Mediabrands to spend more with Reddit in return for insights, access

News 4 Mar 2022 - 3 min read

IPG Mediabrands to spend more with Reddit in return for insights, access

By Sam Buckingham-Jones - Deputy Editor

IPG Mediabrands will spend more with Reddit as it grows its advertising business.

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Tags: Reddit IPG Mediabrands

Reddit is slowly but steadily building its owned advertising business, announcing a global partnership with IPG Mediabrands, offering insights and early access to trends.

What you need to know:

Reddit has partnered globally with IPG Mediabrands, giving it insights in return for more ad dollars.
It’s the first global partnership the platform has announced.

Social forum Reddit has announced a global partnership with IPG Mediabrands, giving the holdco early access to cultural trends and insights from the platform in return for more advertising dollars.

This is the platform’s first global partnership, and comes as it builds out its local presence in Australia, as well as the UK, Canada and Germany. Led by Lindsay Kaufman in the US, the Reddit Agency Development team will build a “Trending Insights Dashboard” for Mediabrands’ clients. The dashboard will algorithmically surface content that is popular based on growth, engagement and virality.

Several Mediabrands clients are already working with Reddit, which recently stopped taking programmatic ad money to build the walls of its advertising garden. It is rolling out a suite of new ad products.

“We’re refining tools, teams, and resources to ensure that Mediabrands’ clients are set up for long-term success on our platform,” Harold Klaje, Reddit Global EVP and President of Advertising, said in a statement.

Dani Benowitz, President, MAGNA U.S., said: “Reddit remains an increasingly popular way for users to recognize creator content, interact with those communities and build further within each sector.”

Locally, IPG Mediabrands runs agencies UM, Initiative, Reprise, Magna, Orion and Rapport.