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Reddit Ramps Up Its Threats To Protesting Mods, As Ad Buyers Leave
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this post was submitted on 30 Jun 2023
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I would assume that almost all clicks are from people on the mobile app accidentally tapping ads while they try to scroll past them, because they're in the main feed. So click quality being garbage doesn't surprise me.
Holy smokes -- I think you're right. I've definitely done that. That would explain this mystifying thing I saw in ad traffic from Facebook and reddit specifically, where 90+% of people stay for literally just a few seconds. If it's pretty much all accidental clicks and then people hitting "back" right away (which is exactly what I do when I do that), then that makes it make perfect sense.
This was my experience. Almost every ad I clicked on was a mistake; either I thought it was a real post and wasn't paying close attention, only to navigate away in disgust, or I clicked on it purely by accident. I had like 50k+ karma (to give you some idea of much I used reddit) and might have honestly clicked an ad once.
Reddit ad targeting is a joke and I dont even understand how. How can they not tell what my interests are when I've literally subbed to them? It's the easiest targeting set up in the world and they still can't make it work.
(1) Because the more irrelevant ads they show, the more accidental clicks they can collect, and the more ad revenue. There will be individual clients (e.g. Adobe) who probably have some measurable results, but my guess is that most of their advertisers show pretty good metrics in terms of "cost per click" etc, and aren't paying close enough attention to realize that their real return on ad spend is extremely low.
(2) Reddit's just as incapable / uncaring about writing good ad targeting as they are about constructing the rest of the site.
Pick one. Aaron Schwartz would be furious at the current state of reddit.