I think Reddit is a bit different. They're not a company that is finding that optimizing metrics leads to targeting Marl (as per article). They're a company that decided that the optimal way forward is to intentionally push out their former users and replace them with as much Marl as possible.
And I think that makes sense. The original Reddit is full of technical people with ad blockers, weird hobbies, weird communities, and various undesirables. Keeping this herd of cats happy is extremely tricky, selling anything to them is extremely difficult, and there's all sorts of complex drama that needs managing.
So it seems that Reddit decided that to make the site more profitable, manageable and attractive to advertisers, all this weirdness needs to be pushed out over time. Drive out the technical users and weird unprofitable communities, and replace with as much mindless scrolling as possible.
Reddit seems to have easy sales. Specific subreddits can be targeted with specific ads really easily. So it should be easy to sell things there and easy to keep the users happy.
it's an interesting counter narrative then to the currently in vogue idea that you can stop individual ad targeting and instead target people based on their high level interests.
Reddit is like a distillation of that, the logical end point of it ... if that is a dead end, Google is in for a rough time with the pathway they are pursuing with Chrome.
My experience with Reddit ads (years ago now) wasn't that subreddit-level targeting was bad—there's a reason sponsored content is such a big marketing channel, after all—but rather that the ads platform just never worked very well.
And by "never worked very well," I don't just mean "We ran ads without good results." The whole experience was just sort of confusing and underwhelming, especially when compared to other channels like FB or Google. We suspected that the majority of our clicks were bots, based on our own analytics. The targeting always felt unreliable. Support interactions were weird. In general, the platform always just felt kind of... janky.
Don't know if that's still the case now, but at least as of a year or so ago, I knew a lot of people working in digital marketing who felt the same about the platform.
So the targeting wasn't just you choosing to run ads on /r/coffee and /r/programming? In my head the ads should be so easy to sell with how niche it is. But I also believe reddit could screw it up.
I've tried buying reddit ads. Maybe I was selling the wrong thing, or my ads sucked or whatever, but boy those ads didn't just not perform, they were just completely useless.
Can you elaborate on why you think reddit is pushing out the weirdness? I don't think it's a zero sum game, you can have both normies and weirdos in entirely separate subreddits.
Yeah, but what's the point of hosting them? Like what do you sell on r/dragonsfuckingcars? (no, I'm not joking)
And what does the existence of such a place at all mean to a prospective advertiser? Imagine a viral picture of your ad next to one of those posts.
But okay, let's ignore porn. How about subreddits that deal with subjects like depression, gender issues, politics, etc? What do you sell to those? Maybe a book or two but probably not very much. And they're also ripe for "hilarious" ad/content mismatches.
It seems to me that from the advertising point of view, Reddit would be a lot more desirable to advertise on if it was nothing but endless cute cat pictures.
How did advertisers become such puritans? Playboy magazine carried ads for normal products just fine. Every newspaper deals with "depression, gender issues, politics" and they somehow survived trough most of their history on advertising revenue.
Surely there should be marketers that see "Imagine a viral picture of your ad next to one of those posts." and realize that everything apart from "Imagine a viral picture of your ad" is often irrelevant.
They don't need to monetize every sub. Most subscribers to dragonsfuckingcars probably sub to several other subs that can be monetized. Keeping all the weird niche stuff around keeps users scrolling longer. Just keep them off /r/all.
The people who create the content (the reason people put reddit at the end of google searches) also like dragonsfuckingcars, and if you push them out they stop writing about their vacuum cleaners and the content becomes the default subreddits which are pretty much entirely people yelling political talking points at each other.
And I think that makes sense. The original Reddit is full of technical people with ad blockers, weird hobbies, weird communities, and various undesirables. Keeping this herd of cats happy is extremely tricky, selling anything to them is extremely difficult, and there's all sorts of complex drama that needs managing.
So it seems that Reddit decided that to make the site more profitable, manageable and attractive to advertisers, all this weirdness needs to be pushed out over time. Drive out the technical users and weird unprofitable communities, and replace with as much mindless scrolling as possible.