The news: Reddit is expanding its contextual targeting capabilities by adding AI enhancements to Contextual Keyword Targeting, an ad format it launched last year.

Keyword Targeting allows advertisers to place ads in comments and alongside posts that match hyper-specific criteria. Reddit is now rolling out the ad format to more of its communities while expanding campaign management tools and bolstering its capabilities with AI.

Forging ties: Reddit has worked to strengthen ad industry relationships since it went public earlier this year, launching several ad formats and attempting to improve brand safety by implementing tougher rules for its sometimes fickle communities.