Social news aggregator Reddit has acquired audience contextualisation company Spiketrap.
It wants Spiketrap’s technology to help improve Reddit ad relevance and performance through targeting, quality scoring and engagement prediction.
The announcement is about evolving algorithms and recommendation engines and follows the recent acquisitions of machine-learning platform Spell and natural language processing company MeaningCloud,
“The richness of conversation within our 100,000+ active communities is what makes Reddit so unique and so valuable for advertisers,” says Reddit EVP of Ads Monetisation, Shariq Rizvi.
“We believe targeting relevant audiences based on interests and with the context of the conversations they are engaging in helps ensure advertisers are reaching the right people in the most efficient ways.
“We have been actively investing in solutions to this end for some time and this acquisition will round out Reddit’s capability, taking it to the next level.”
Kieran Fitzpatrick, CEO and cofounder of Spiketrap: “Our goal has always been to contextualise language at scale and in realtime to help creators, brands, and platforms genuinely understand and meaningfully engage their audiences.
"We're looking forward to scaling these efforts even further as part of Reddit."
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