Reddit Custom Audience connection reddit-custom-audience-connection
Overview overview
Reddit Ads connect brands to people who are actively exploring their passions and problems in real time. By pairing high-intent, community-driven conversations with flexible ad formats and robust targeting, Reddit Ads help advertisers reach engaged audiences, drive performance outcomes, and learn directly from the communities that shape culture online.
This guide is for advertisers and media teams using Adobe Experience Platform to send audiences to Reddit Ads. It covers what you need to connect your accounts, map identities, and activate audiences.
Use cases use-cases
To help you better understand how and when you should use the Reddit Custom Audience destination, here are sample use cases that Adobe Experience Platform customers can solve by using this destination.
Retargeting existing customers with personalized offers use-case-1
An online retailer wants to reach existing customers through social platforms and show them personalized offers based on their previous orders. The online retailer can ingest email addresses and device IDs (IDFA and GAID) from their own CRM to Adobe Experience Platform, build audiences from their own offline data, and send these audiences to Reddit Ads, optimizing their advertising spending.
Prerequisites prerequisites
Before configuring this destination, make sure you meet the following prerequisites:
- A Reddit Ads account that is allowed to use custom audiences and customer lists.
- Permission to authorize the connection. This must be a user who can sign in to Reddit and approve access for Experience Platform to manage audiences on behalf of the ad account.
- Your Reddit Ad Account ID: the identifier for the ad account where audiences are created. You can find your ad account ID in Accounts. For example:
a2_1b2c34d.
Supported identities supported-identities
Reddit Custom Audience supports the activation of identities described in the table below. Learn more about identities.
Supported audiences supported-audiences
This section describes which types of audiences you can export to this destination.
Supported audiences by data type:
Export type and frequency export-type-frequency
Refer to the table below for information about the destination export type and frequency.
Connect to the destination connect
To connect to this destination, follow the steps described in the destination configuration tutorial. In the configure destination workflow, fill in the fields listed in the two sections below.
Authenticate to destination authenticate
To authenticate to the destination, fill in the required fields and select Connect to destination.
You are redirected to sign in with Reddit. After reviewing the requested permissions, select Allow so that Experience Platform can create audiences and update membership on behalf of your ad account.
Fill in destination details destination-details
To configure details for the destination, fill in the required and optional fields below. An asterisk next to a field in the UI indicates that the field is required.
- Name: A name by which you recognize this destination.
- Description: A description that helps you identify this destination.
- Ad Account ID: Your Reddit Ad Account ID.
Enable alerts enable-alerts
You can enable alerts to receive notifications on the status of the dataflow to your destination. Select an alert from the list to subscribe to receive notifications on the status of your dataflow. For more information on alerts, see the guide on subscribing to destinations alerts using the UI.
When you are finished providing details for your destination connection, select Next.
Activate audiences to this destination activate
- To activate data, you need the View Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.
- To export identities, you need the View Identity Graph access control permission.
Read Activate profiles and audiences to streaming audience export destinations for instructions on activating audiences to this destination.
Map attributes and identities map
The following target identity namespaces must be mapped depending on the use case:
You must map at least one of the identities.
Exported data / Validate data export exported-data
After activating your audiences, you can see them in your Reddit Ads Manager account.
Audiences newly created in Reddit appear in a pending state. Once your dataflow runs and profiles are exported, Reddit matches the profiles against Reddit users. Once data is processed, the audience status changes to Valid. Audience size must reach 1,000 users or more to be considered valid. Audiences that do not meet the required size are shown as Invalid.
The following is an example of the payload sent to Reddit:
{
"data": {
"action_type": "ADD",
"column_order": [
"EMAIL_SHA256",
"MAID_SHA256"
],
"user_data": [
[
"d7ef2e7b2a3663c25284a3d6d13b1ca727fc8c659474b81afe0cec997a4737d2",
"510870d7b3e47a28a2b2f3aef27a4c81aab0b2eefda27dea50bc4c991d9e5435"
]
]
}
}
See the Reddit API documentation for additional details.
Data usage and governance data-usage-governance
All Adobe Experience Platform destinations are compliant with data usage policies when handling your data. For detailed information on how Adobe Experience Platform enforces data governance, read the Data Governance overview.
Additional resources additional-resources
See the Reddit API documentation for details about how the custom audiences endpoint functions.