Likely within the next handful of quarters, Reddit
$RDDT will begin rolling out Google-like search ads. Over the past year Reddit has been shipping basic QoL improvements to search, and now, basic search and Reddit's AI-summary offering, Reddit Answers, have been combined into one search surface, with improved visibility and utility.
These are my refined estimates for Reddit's search ad revenue potential: as enhancements and search visibility stack in the next few quarters, I think we see an uptick in search volumes and searches per user. Assuming the program begins in Q3 2026, I've set ad load at 15%, lower than Google's average platform ad load, and CPC and CTRs also well lower than Google averages. Based off these estimates, search ads could contribute another $180-200mm in topline by 2028, carrying very low incremental costs.
People say Reddit will never be able to monetize like
$META, and I do agree with that sentiment, I'd be very surprised to ever see their ARPU pass Meta's. Meta has better targeting, double the ad load, and rich full-screen video ads that their advertisers are very skilled at creating engaging content for.
But I don't think Reddit needs to *be* Meta to continue growing ad revenue at surprising rates. Meta doesn't have a data licensing line, they won't have a search ads line. Considering these factors and other potential monetization opportunities down the line, I still think Reddit is very well positioned to close a lot of the gap between their ARPU and Meta's, bringing the two figures closer than a lot of people today are assuming.