Bloomberg Talks Reddit COO Jen Wong Talks Earnings, Advertising
Oct 31, 2025
Jen Wong, COO of Reddit, dives into the platform's surprising advertising growth and international expansion. She reveals how automation and performance enhancements led to a 75% spike in active advertisers. With 55% of Reddit's traffic now from outside the U.S., Wong emphasizes the importance of building local communities through translation and AI. She also clarifies Reddit's focus on advertising over deals with large language models, highlighting the company's robust ad marketplace strategy.
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Ad Business Momentum
- Reddit's ad strategy is working, with active advertiser accounts growing 75% year over year in Q3.
- Investments in go-to-market, automation, and mid/lower-funnel performance drove that growth.
Diversified Vertical Growth
- Reddit grew nine out of 15 verticals over 50% year over year, showing diversified demand across sectors.
- This breadth indicates advertisers in many industries can find success on the platform.
Localize With Machine Translation First
- Use AI-driven machine translation to surface universal conversations for non-English users.
- Then cultivate local communities so content feels native and locally relevant.