Reddit acquires ad optimisation platform Memorable AI

Reddit has acquired advertising optimisation vendor Memorable AI, the social network announced on Thursday.

The platform uses AI to collect reactions to online ads and provide platform-specific insights into how future ads may perform.

Memorable’s automated creative insights will be integrated into Reddit’s ad tech stack. Brands advertising on the platform can use these insights to forecast how their creative may perform and why based on previous Reddit ads. 

Memorable’s tech will also make recommendations that guide brands toward making high-performing creative assets in terms of click-through and view-through rates, brand lift and conversion.

“AI capable of processing images and videos hasn’t existed until now,” Roelof van Zwol, VP of ads engineering at Reddit, told Campaign US. “With the rise of visual transformers and multimodality, we’ve entered a new frontier to increase the performance of ads products.” 

Reddit will absorb Memorable’s employees and leadership team. It declined to answer how many employees will join through the acquisition, when the deal closed, what advertisers are already using the new tools and how much it paid to acquire Memorable.

“With this acquisition, we’re complementing Reddit’s contextual intelligence with creative intelligence to wholly accelerate the performance of our ads products,” van Zwol added.

Earlier this year, Reddit signed deals with OpenAI and Google that allow them to train their AI models with user posts on the platform. Those companies currently have exclusive access to Reddit data. In an interview with The Verge, CEO Steve Huffman stated that Microsoft, Perplexity and Anthropic have been “a real pain in the ass to block” for their refusal to negotiate for access.