What is Reddit Ads?

Reddit Ads is the advertising platform of Reddit, allowing brands to reach and engage with targeted communities through promoted posts, display banners, and video ads. It offers interest- and behavior-based targeting to match ads with user activity and subreddit engagement. Reddit Ads also supports campaign tracking, conversion attribution, and audience analytics for advertisers running campaigns on the platform.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Capabilities

• Captures rdt_cid from URLs and stores it for tracking ad conversions.
• Syncs rdt_cid into MetaRouter using URL parameter extraction.
• Adds identifiers to server-side events for attribution.
• Values are refreshed whenever the URL parameter is re-encountered.
• Enhances server-side events with Reddit Ads campaign tracking metadata.

Sync Details

• IDs:

  • rdt_cid – A unique identifier passed as a URL parameter by Reddit Ads to track ad engagement and campaign performance.

• Description:

  • The sync captures rdt_cid from the URL parameters.
  • Each value is stored in first-party storage for a configured duration.
  • Values are refreshed when new data is detected.
  • The identifiers are added to server-side event payloads for attribution or targeting.

• Server-side Event Payload:
  Server-side Event Payload: Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload.

  JSON

  {
    "redditAds": {
      "rdt_cid": "URL parameter value from rdt_cid"
    }
  }
  
  

• Cookie Name:

  • Cookie: _meta_redditAds_rdt_cid
  • IndexedDB: [your storage prefix]_redditAds_rdt_cid
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

1. Add a Reddit Ads Sync in MetaRouter

To gather the rdt_cid, you must add a Reddit Ads sync.

1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three dot dropdown and select “Build AJS File.”
2. In the Identity Syncs section, select the Reddit Ads sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) – Defines how long the identifier remains in storage before it expires. Example: 30
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.