Reddit Buys Audience Insights Provider Spiketrap

In the US, online news aggregation, content rating and discussion web site Reddit has acquired audience insights, brand intelligence and contextual ad targeting specialist Spiketrap, for an undisclosed sum.

Spiketrap's proprietary artificial intelligence extracts information from unstructured datasets, to provide context in online environments. Contextual audience analysis for brands and their competitors is delivered in real-time through the company's data analytics platform, which also provides the ability to explore trends, conversations, and sentiment across social media, streaming, news and more than 700 other sources. Additionally, niche audiences can be reached at scale with contextual ad targeting.

In a statement, Reddit said it expects Spiketrap's technology to help improve its ad relevance and performance through targeting, quality scoring, and engagement prediction, while bringing in the Spiketrap team will enhance Reddit's interest and contextual targeting capability. Reddit EVP of Ads Monetization, Shariq Rizvi says the deal will round out Reddit's capability for targeting relevant audiences based on their interest and with the context of the conversations they are engaging in.

Kieran Fitzpatrick (pictured), CEO and co-founder of Spiketrap, adds: 'Our goal has always been to contextualize language at scale and in real-time 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.'

Web sites: www.reddit.com and www.spiketrap.io .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.