The news: Reddit partnered with predictive inference company Qloo to help advertisers reach users based on signals that extend beyond platform activity.

Reddit can now access Qloo’s structured data, which uses AI to identify consumer preferences across brands and verticals without needing personally identifiable information (PII). Qloo maps relationships across locations, media titles, consumer categories, and interests and includes data on over 85 million products, brands, and companies.

The partnership will bolster Reddit’s Community Intelligence, giving its systems a better understanding of user conversations and platform context.

“Someone’s taste in music, film, or travel can help predict which products and brands they’ll be drawn to, even before they’ve formed the intent to look for them," Qloo CEO Alex Elias told EMARKETER. "That gives marketers a chance to reach potential buyers earlier and escape the repetitive doom loop of showing people more jackets, espresso machines, or ski vacations after they’ve already found what they need."

Implications for marketers: Only 7% of Reddit users worldwide are likely to take action on ads, per DoubleVerify, compared with 50% on YouTube, 49% on Facebook, and 42% on Instagram. By offering contextually relevant ads with novel product ideas, Reddit could inspire more action.

Understanding shared attributes can help marketers jump ahead in users’ shopping and discovery processes to reach people based on interests that go beyond the specific conversation or community they’re engaging with.

Marketers should consider using AI tools to identify where products intersect with different verticals and audience interests; knowing which tangential interests and behaviors align can help inform more dynamic campaigns and serve ads to broader audiences.

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